Concerns over drugged driving prompted CDOT to request an educational campaign about the dangers of driving high. We aimed to educate without demonizing marijuana or stereotyping those who use it. This campaign won an Art Directors of Denver award for branded online entertainment and was extremely well received by our target.
Edibles account for over half of recreational marijuana sales. This poster hangs in dispensaries to educate about the dangers of driving after consuming, even if it has been a few hours. The 'chocolate bar' even has a bite out of it.
Art Director: Chelsea Anderson
Copywriter: Rachel Edwards
As part of this campaign we created a 28 foot, 3D, light up joint car billboard on the 16th street mall in Denver. The piece won a bronze Obie, garnered quite a lot of earned media, and had many pedestrians stopping to take photos.
If you don't have time to watch: rolling up a joint literally rolls a car over in this drugged driving PSA.
This video played as pre-roll on Youtube. The skip ad button moved so that users couldn't catch it.
Our billboard made it to number one on the marijuana subreddit, got over 400k views, and over 1,000 comments sparking a real discussion among frequent users about the dangers of driving high.
The top comment on the billboard.