VICELAND’s WEED WEEK made history as the first prime time celebration of the culture, politics, and absurdity of marijuana – and marked the highest-rated week ever on the channel. So when we brought it back for a second year, we upped the stakes with a 360 marketing campaign called "Now With More Weed" and doubled down on our place atop the weed-on-TV ecosystem while pushing the boundaries of how a TV channel can talk about marijuana. Our campaign showcased beautifully absurd imagery of weed popping up anywhere and everywhere — from a quadruple-stacked weed burger to a TV literally filled with weed. Oh, and we used real weed. 20 pounds of it, to be exact.
Creative: VICELAND Creative Team
Photography: Jimmy Marble
Directors: Glue Society
Production Designer: Sean Costello
Clios 1 Gold, 1 Sliver and 1 Bronze