The Drum Awards for Marketing - Extended Deadline

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Date: Dec 2017
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Teens in Colorado need to understand the negative effects of underage marijuana use. However, most youth don’t want to be lectured about marijuana by adults; they want the facts, and the opportunity to make their own decisions.

The City and County of Denver tasked Amélie with coming up with a teen-approved platform to educate Denver’s youth on all things marijuana. It created 'Weeded Out,' a game show exclusively for teens that educates them on everything about marijuana, from history to legal and health implications. Teaser videos encouraged youth to audition to compete for the title of Heavyweight Champion of Weeded Out Wisdom.

Videos hyped the game show leading up to its release, complemented by educational billboards and school bus advertisements. Amélie also produced a 'classroom version' of the game to be played in schools throughout Denver. By educating students with the straight facts, they can feel empowered to make the responsible decision not to use marijuana underage in a legalized state.

Credits

Cecil Bozard – Creative Lead and Senior Copywriter – Amélie Company

Rachel Edwards – Copywriter – Amélie Company

Eric Hines – Creative Director – Amélie Company

Jennie Jarzabek – Art Director – Amélie Company

Olivia Conroy – Junior Art Director – Amélie Company

Kristen Del Calzo – Agency Producer - Sauce

Daniel Alfonzo – Designer – Amélie Company

Mark Lewis – Production Designer – Amélie Company

Courtney Fane – Junior Production Designer – Amélie Company

Scott Koerlin – Digital Producer – Amélie Company

Heather Popenhagen – Director of Production – Amélie Company

Lindsay Block – Traffic Coordinator – Amélie Company

Jana Schneider – Sr. Account Executive – Amélie Company

Katelyn Aberle – Assistant Account Executive – Amélie Company

Mackie Clonts – Account Director – Amélie Company

Jon Ekstrom – Freelance PR Account Supervisor

Savannah King – Community Manager – Amélie Company

Pat Feehery – Chief Creative Officer – Amélie Company

Adolescent – Live Production Company

Christopher Winterbauer – Live Production Director – Adolescent

Hope Farley – Live Production Executive Producer – Adolescent

Blake Campbell – Freelance Editor

Megan Ternus – Freelance Animator

Ryan Policky – Sound Engineer – Latenight Weeknight