Cannabis with Confidence
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
The 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.
