PALMETTO 2021
WINTER CAMPAIGN

Immediately after the success of the holiday 2020 advertising campaign I produced for Palmetto Cannabis, a branch of Sundial Cannabis, I was commissioned to craft another vibrant and engaging winter themed advertising campaign. Having a solid handle on their demographic, I built this second campaign to resonate with the audience of playful 25-50 year old, active folks of all walks of life, all while adhering to the highest standards of professional advertising in the Canadian Cannabis sector.

HERO IMAGE POSTER:
To kick off the campaign in style, I was tasked with developing a show poster that served as a visual centerpiece, a “Hero Image” that captured the essence of Palmetto's brand identity. Bold colors, striking imagery, and dynamic hand drawn lettering were seamlessly integrated to create a poster that not only grabbed attention but also left a lasting impression on viewers. It was also used in stores and was the basis for Palmetto’s internal team to make small additional tags from.

SOCIAL MEDIA CONTENT:
This was pretty wild; I created both a choose your own adventure style story for a “portal” themed website and a tied in social media presence for this campaign. The idea was the audience would go on an adventure and find themselves at one of four different conclusions, each offering the audience participant a discount code on the product they landed on as an incentive to explore each outcome. That tied in with two months of captivating and relatable winter themed content; blending my dry sense of humanist comedy with strategic product messaging. We had an 80% success rate of audience participants going through more than once to collect discount codes.

ANIMATED SPOTS:
As part of the campaign, I conceptualized and created exclusive product animations that were used in advertising on social media and in cannabis stores across Canada. From a broad campaign launching theme to product specific animations, each piece was a reflection of Palmetto's unique brand personality for this ad campaign.

Throughout this extensive campaign, my collaboration with Palmetto was characterized by a harmonious blend of professionalism, creativity, and relatable fun. I’m so proud to present this project as a testament to the power of clear communication, open thinking, and strategic design in the world of cannabis advertising.