R.I.D.E. CHECKS/Beleave: Consequence Strains by BBDO Toronto

Date: Nov 2017
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The cannabis information resource Leafly.com lists 779 known marijuana strains, yet whimsical names like Laughing Grass and Candy Cane Brain fail to convey the potentially life-changing consequences of smoking and driving.

High driving is on the rise in Canada. Nearly 500,000 Canadians have admitted to driving after using marijuana in the past year, and these numbers are expected to increase substantially when recreational marijuana becomes legal in 2018.

BBDO Toronto and RIDE CHECKS have collaborated with Beleave, a licensed producer of medical cannabis, to create three new cannabis strains to expose the consequences of driving high.

The three new 'Consequence Strains' – Kourtoom Kush, White Whiplash and Slammer Time – are being introduced to the public through a new online documentary, influencer outreach and the RIDE CHECKS launch event at Humber College in Toronto on Nov. 29.

Each strain features a product description outlining the possible consequences of driving high and resolves with the line, “If you don’t want these consequences, don’t drive high.”

A relative newcomer to the scene, Kourtoom Kush is an emotional joyride that doesn’t end well. This first-time offender conjures up feelings of regret, shame and guilt, the same emotions as someone who’s just been charged with impaired driving.

Slammer Time picks a potent punch, often inducing feelings of remorse, paranoia and isolation from the outside world. The same feelings as someone who’s been sentenced to life in prison for killing another driver or pedestrian.

White Whiplash starts mellow then hits you hard. This bitter bold bud has been known to strike the perfect balance of misery and devastation. A similar outcome to some suffering from the pain of an auto accident injury.

The associated materials drive to a dedicated website, ConsequenceStrains.com, which outlines the consequences of being caught driving high – which range from a $1,000 minimum fine to an 18-month jail sentence for first-time offenders. The site also contains victim testimonials and statistics.


Project: Consequence Strains

URL: ConsequenceStrains.com

Client: Beleave

Client: R.I.D.E. Checks

Creative Agency: BBDO Toronto

Chief Creative Officers: Denise Rossetto and Todd Mackie

Associate Creative Director (copywriter): Matt Hubbard

Associate Creative Director (Art Director): Mike Schonberger

Senior Designer: Mike Nugent

VP, Group Account Director: Rebecca Flaman

Account Director: Tania Montemarano

Account Supervisor: Deanna Tatham

Account Coordinator: Andrea Stranges

BBDO Project Managers: Jason Dick, Melissa Hadley

BBDO Developers: Alex Ghattas, Douglas Glover, Peter Etherington

BBDO QA: Della Lytle

BBDO Analytics: Arpan Rai

BBDO Community Manager: Scott Douglas

Production Company: Flare

Executive Producer/Director: Dave Lembke

Lead DoP: Stuart Cameron

Other DoP: Angel Navarro iii

Other DoP: Luke McCutheon

Sound: Burton Lavery

Post Production Credits

Offline: Rooster Post Production

Editor: Colin Murdock

Producer: Adam Veroni

Executive Producer: Melissa Kahn

Colour: Nice Shoes

Colourist: Roslyn DiSanto

Executive Producer: Kristen Van Fleet

Sound: Vapor RMW

Mix: Ted Rosnick

Producer: Kat Stewart

Online: Fort York VFX

Lead Flame Artist: James Marin

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