Tweed is a Canadian cannabis company that has been making waves since its inception in 2014, operating out of the historic Hershey Chocolate factory in Smiths Falls. As a subsidiary of Canopy Growth Corporation, Tweed is dedicated not just to cultivating high-quality cannabis but also to promoting open conversations around its use and benefits. They focus on a blend of premium flower cultivation, curated content, and strategic partnerships to create a holistic approach to the cannabis experience. Tweed aims to break down stigmas and engage communities, making them a key player in the evolving cannabis landscape in Canada.

Create a product focused go-to-market campaign that showcased the wide range of cannabis formats. The extensive campaign spanned from video spots in Cineplex VIP theatres, to in-store collateral, to a social media campaign.

Graphic Design Tanya Cull, Nadim Zakkour
Creative Direction Joanne Gallop, Jess Hay
Art Direction Jenn Dunaj, Mathieu Robin
Copywriting Adam Lalama
Illustration Chelle Lorenze

In a heavily regulated cannabis industry, Tweed found innovative ways to push the boundaries of compliance with this campaign. By introducing a human element, they fostered a personal connection with consumers. The campaign prominently featured tweed fabric, cleverly nodding to the brand’s identity while emphasizing the tailored experience of their products. With a wide variety of formats available, Tweed aimed to showcase that their offerings cater to individual preferences, creating a sense of community and encouraging open conversations around cannabis.