Ceria Brewing Co. — The Illegal Ad aka “The Weed Playlist”

****Shortlisted for One Show Awards in the following categories****
Direct Marketing —— Non-traditional & Guerilla Marketing
Out of Home —— Innovation in Out of Home

The challenge? $0 ad spend, minuscule production budget, and a product we were legally prohibited from talking about in ads.

In California, it’s illegal to mention cannabis and beer in the same ad. Here’s how we created an OOH campaign for cannabis-infused beer

————Spotify Extension + Out of Home

We put the custom Spotify QR code on wild postings around Los Angeles. When you scan the code on the poster, it pulls up a playlist on Spotify. The song titles spell out the secret message of our illegal ad.