MedMen

The New Normal


We helped MedMen create the first cannabis commercial. Ever.

Project Overview

Unjust prohibition
was the norm,
we started a
movement for a
new normal.

MedMen needed to confront the over 80 years of lies and propaganda surrounding cannabis. So, we didn’t focus on the product, we created a statement, advocating for a new normal based on fact and reason. We partnered with Spike Jonze and activist/actor Jesse Williams to tell a provocative story in a manner that could not be ignored, setting the bar for advertising in this new industry.


Capabilities

Brand Strategy

Brand Identity

Creative Direction

Creative Production

Content/Social Strategy

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

Case Study (2:00)

Awards

2019

Cannes Lions

campaign

MedMen - The New Normal

placement

Bronze, Film Craft: Art Direction / Production Design

2019

Webby Awards

campaign

MedMen - The New Normal

placement

Winner, Advertising, Media & PR: Best Art Direction

2019

One Show

campaign

MedMen - The New Normal

placement

Merit Award, Moving Image Craft

2019

ADC Awards

campaign

MedMen - The New Normal

placement

Bronze, Motion / Film Craft - Short Video

2019

AICP Show Awards

campaign

MedMen - The New Normal

placement

Winner, Cinematography

2019

AICP Show Awards

campaign

MedMen - The New Normal

placement

Winner, Production Design

2019

Clio Health Awards

campaign

MedMen - The New Normal

placement

Gold, Film (Health & Wellness), 61sec - 5min

2019

Clio Health Awards

campaign

MedMen - The New Normal

placement

Gold, Film Technique (Health & Wellness), Direction

2019

Clio Health Awards

campaign

MedMen - The New Normal

placement

Gold, Branded Entertainment & Content (Health & Wellness), Film

2019

Clio Health Awards

campaign

MedMen - The New Normal

placement

Silver, Film Technique (Health & Wellness), Cinematography

2019

Clio Health Awards

campaign

MedMen - The New Normal

placement

Silver, Film Technique (Health & Wellness), Copywriting

2019

Clio Cannabis Awards

campaign

MedMen - The New Normal

placement

Gold, Film/Video

2019

Clio Cannabis Awards

campaign

MedMen - The New Normal

placement

Gold, Advocacy

2020

ANDY Awards

campaign

MedMen - The New Normal

placement

Gold, Health & Wellness: Craft

2020

ANDY Awards

campaign

MedMen - The New Normal

placement

Gold, Health & Wellness: Idea

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