The New Normal

We helped MedMen create the first cannabis commercial. Ever.

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 report 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.

The New Normal - A Short by Spike Jonze (2:00)
Case Study (2:00)
The New Normal - A Short by Spike Jonze (2:00)
Case Study (2:00)