A woman with curly short hair smiling outdoors at sunset, wearing a cold-shoulder gray top, with a background of a sandy area and text "Cannabis with Confidence".

Cannabis with Confidence

A lavender-colored poster with white and purple text promoting cannabis use for medical reasons. The text is a poetic reflection about overcoming health struggles through cannabis. The left side of the poster has large vertical white text that says "cannabis." The bottom right corner features the logo and phrase "Cannabis with Confidence." The poster also includes the name "Christina" and her title, "Legal Administrative Asst."

The Challenge

Breaking stigma for the world’s largest cannabis company

Curaleaf, the world's largest cannabis company, needed a hero campaign that could humanize cannabis use and build authentic trust in a post-COVID world. The challenge: communicate cannabis benefits while breaking down deep-rooted stigmas and stereotypes that kept potential consumers from exploring the category.

Traditional cannabis marketing felt clinical or cliché. Curaleaf needed something that would make people feel seen, understood, and comfortable taking their first step into cannabis wellness.

The Creative Solution

Real stories, told through the power of poetry

Instead of product-focused messaging, we centered the campaign on authentic human experiences. Our breakthrough approach: combine real consumer stories with haiku-style poetry and powerful portrait photography.

The Human-First Strategy:

  • Sourced actual cannabis consumers willing to share their stories

  • Translated personal experiences into elegant haiku poetry

  • Commissioned impactful portrait photography for each participant

  • Created emotional connection points that broke down barriers

Poetic Storytelling:

  • Haiku format made complex stories accessible and memorable

  • Authentic voices replaced corporate messaging

  • Personal transformation narratives built trust and relatability

  • Cultural elevation of cannabis conversation through artistic expression

A woman with dark, curly hair smiling outdoors with a blurred green background. Text on the left reads 'balan'. Bottom right text says 'Cannabis with Confidence.'
An infographic with the word "cannabis" written vertically on the left side and a quote reflecting resilience and strength.. The background is greenish, with a cannabis leaf icon at the bottom right corner and the phrase "Cannabis with Confidence".

Results that SMaCk

Campaign impact that endures years later

The "Cannabis with Confidence" campaign became Curaleaf's defining brand moment:

  • Hero campaign status - primary brand messaging post-COVID launch

  • Ongoing dispensary presence - stories still displayed as posters throughout locations

  • Stigma reduction success - authentic storytelling shifted consumer perceptions

  • Brand differentiation - elevated Curaleaf above product-focused competitors

  • Cultural impact - redefined how cannabis companies could communicate with consumers

The campaign proved that authentic storytelling could transform an entire industry's approach to consumer communication.

Where empathy meets creative courage

This project showcased our ability to:

  • Navigate sensitive cultural territory with authenticity and respect

  • Transform complex challenges into emotionally resonant creative

  • Collaborate with real people to tell genuine stories

  • Create lasting brand assets that continue driving impact

The Curaleaf campaign demonstrated that when you lead with human truth, you can shift entire market perceptions and build deep, lasting consumer trust.