While 4.20 is internationally recognized as “Weed Day,” Canadian cannabis brand Tokyo Smoke is celebrating the Oct. 17 legalization of recreational cannabis in Canada with the launch of the awareness campaign “Ten Seventeen.”
The centerpiece of the campaign is a 60-second video developed by Toronto-based Common Good with assistance from Tokyo Smoke’s in-house creative team. The vibrant, occasionally surreal video is comprised of more than 35 quick-cut vignettes depicting the various ways Canadians can celebrate the Oct. 17 legalization of recreational cannabis, giving them their own annual day and time of celebration, Oct. 17 or at 10:17 every day.
The video encourages Canadians to think about how they can make the most of 10.17, either by maximizing 10-mins and 17-seconds of their day doing something they enjoy, or spending $10.17 on something special. In doing so, the video cleverly bypasses strict government restrictions around cannabis marketing by expressing the date as a dollar amount ($10.17) and as time (10:17). It uses a similar approach in its visual representations – many of them literal – of common consumption terms including “blow trees,” “smoke a bowl,” “hotbox,” “spark one” and “roll one.”
Over a dozen prominent Canadian influencers are featured in the spot, including Tristan Banning and Hawley Dunbar, co-founders of the Toronto-based music/fashion/art/design/lifestyle blog Sidewalk Hustle; art installation expert Trevor Wheatley, and drag queen/fashion icon Tynomi Banks.
The stylized video contains several juxtapositions of low and high culture such as a model wearing a couture dress in a Canadian Legion basement, as well as specific colour palettes for each of the vignettes. There is also a reference to Harmony Korine’s 1997 indie movie Gummo (a shot with a model eating pasta in a bathtub) and other winking references to popular culture.
The associated website, SpendTenSeventeen.com, features content including trivia questions linked to 10:17, such as “How long does it take a 150lb person to burn 1017 calories?” and “Which Canadian team made history on October 17, 1992” as well as recipes and a meditation guide. The site also provides information on upcoming Tokyo Smoke events.
The influencers will share the campaign elements through their social channels, while also contributing content to the SpendTenSeventeen.com microsite. The 14 influencers will create content that is either linked to their specific area of expertise, or around what they will be doing on 10.17 – such as who will be their 10.17 “vibe guide,” the five essential songs on their 10.17 playlist, and their style inspiration for the day.
The website will eventually feature five playlists, five recipes that can be made in 10 minutes and 17 seconds (for when celebrants get the munchies) and an array of 10.17-related content, including recommendations for a 10.17 movie marathon, a 10 minute, 17 second stretch routine, and ways to burn 1017 calories.
The accompanying media plan is built around online video, digital media, partner events, social media amplification, PR and influencer. The intention says Josh Lyon, Partner & VP Marketing & Partnerships, Tokyo Smoke, is to insert Tokyo Smoke into the broader conversation around cannabis legalization.
Tokyo smoke is an award-winning, design focused brand that seamlessly blends the best of cannabis with preeminent retail. We are ushering in a new era with an elevated retail experience, our signature collection of accessories and our soon to launch recreational cannabis. Starting Oct 17th, Tokyo Smoke will be opening innovative & unmatched dispensary stores around Canada, setting the standard for cannabis retail. We believe in the power of informed cannabis usage to turn intention into action, and to help people live a better life.
Brand: Tokyo Smoke
Creative Directors: Berkeley Poole & Jamie Webster
Production: Common Good
Executive Producers: Stefani Kouverianos & Dwight Phipps
Director: Common Good
Producer: Julian Nieva
Production Manager: Mikhail Petgrave
DOP: Christophe Collette
Key Gaffer: Rohan Painter
Key Grip: Owen Smith
Wardrobe: Skye Kelton
Wardrobe Assistant: Basia Wyszynski
Hair: Steph George
Makeup: Mila Victoria
Editor: Red Barbaza
Editor Assistant: Mika Quinsac
Sound Design: Apollo Studios
Colourist: Tricia Hagoriles @ Alter Ego
Casting: Mann Casting
Real People Casting: Ground Glass Media
Photography: Luis Mora