More than half a million Canadians admitted driving while high in the past year. Since marijuana is set to become legal in 2018, R.I.D.E. Checks wants everyone to know that there are consequences and if you get caught it is still a DUI and it does impair your judgment and you could get into a major accident. Basically the opposite of everything you believe while you are high. To get the word out, BBDO Toronto partnered with a licensed medical marijuana producer called Beleave (get it? leave as in leaf? anyone?) to create three new cannabis strains to expose the consequences of driving high. Kourtoom Kush, White Whiplash and Slammer Time are "Consequence Strains," with signage to get the word out. Each "consequence strain" highlights the potential consequences of driving while high:
A relative newcomer to the scene, Kourtoom Kush is an emotional joyride that doesn’t end well. This first-time offender conjures up feelings of regret, shame and guilt, the same emotions as someone who’s just been charged with impaired driving.
Slammer Time picks a potent punch, often inducing feelings of remorse, paranoia and isolation from the outside world. The same feelings as someone who’s been sentenced to life in prison for killing another driver or pedestrian.
White Whiplash starts mellow then hits you hard. This bitter bold bud has been known to strike the perfect balance of misery and devastation. A similar outcome to some suffering from the pain of an auto accident injury.
The descriptions all end with the same messaging: “If you don’t want these consequences, don’t drive high.”
In addition there are films like this one and there are also influencer outreach initiatives, and the R.I.D.E. CHECKS launch event at Humber College in Toronto on Nov. 29.
As powerful the messaging is I'll bet some people were disappointed they couldn't try the new strains anyway. You know how stoner logic is.
Client: R.I.D.E. Checks
Creative Agency: BBDO Toronto
Chief Creative Officers: Denise Rossetto and Todd Mackie
Associate Creative Director (copywriter): Matt Hubbard
Associate Creative Director (Art Director): Mike Schonberger
Senior Designer: Mike Nugent
VP, Group Account Director: Rebecca Flaman
Account Director: Tania Montemarano
Account Supervisor: Deanna Tatham
Account Coordinator: Andrea Stranges
BBDO Project Managers: Jason Dick, Melissa Hadley
BBDO Developers: Alex Ghattas, Douglas Glover, Peter Etherington
BBDO QA: Della Lytle
BBDO Analytics: Arpan Rai
BBDO Community Manager: Scott Douglas
Production Company: Flare
Executive Producer/Director: Dave Lembke
Lead DoP: Stuart Cameron
Other DoP: Angel Navarro iii
Other DoP: Luke McCutheon
Sound: Burton Lavery
Post Production Credits
Offline: Rooster Post Production
Editor: Colin Murdock
Producer: Adam Veroni
Executive Producer: Melissa Kahn
Colour: Nice Shoes
Colourist: Roslyn DiSanto
Executive Producer: Kristen Van Fleet
Sound: Vapor RMW
Mix: Ted Rosnick
Producer: Kat Stewart
Online: Fort York VFX
Lead Flame Artist: James Marin