Medmen

The New Normal

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Brand Idea

THE NEW NORMAL

Address the stigma around cannabis head-on by taking people on a journey from counterculture to culture, ultimately painting a picture of a brighter future.

Challenge

Grow the MedMen brand within a category that has been stigmatized for most of our lifetimes.

Insight

1 in 5 Americans reports having used marijuana at least once in the last year, according to the CDC. Although the marijuana industry was booming, existing brands focused on fluff benefits and turned a blind eye to the industry’s biggest barrier to long-term growth – stigma.

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15%
Increase in unaided awareness
1.5B
Total media impressions
10%
Increase in store visits

Awards

Cannes Lions

Bronze, Film Craft: Art Direction/Production Design

Webby Awards

Winner, Advertising, Media & PR: Best Art Direction

Webby Awards

Winner, Advertising, Media & PR: Best Copywriting

The One Show

Merit Award, Moving Image Craft

ADC Awards

Bronze, Motion / Film Craft - Short Video

AICP Show Awards

Winner, Cinematography