Cannes Lions

Monogram - Headlines

MILKMONEY, Los Angeles / ROC NATION / 2022

Overview

Entries

Credits

Overview

Background

The out-of-home and digital series draws attention to the hypocrisy of current regulations governing cannabis throughout the United States, with shockingly factual headlines set against the backdrop of eight striking portraits of individuals who have been charged for cannabis-related offenses.

Idea

Challenge the hypocrisies of cannabis legislation with outdoor advertising calling out laws that ban cannabis-related activities yet don’t restrict behaviors many would likely consider questionable or wrong—like bestiality, cannibalism or first-cousin marriage.

Strategy

On March 1, 2021, MONOGRAM launched a nationwide awareness campaign to draw attention to the hypocrisy of current regulations governing cannabis throughout the United States. The out-of-home and digital series featured shockingly factual headlines set against the backdrop of eight striking portraits of individuals who have been charged for cannabis-related offenses, highlighting the lack of progress made since the onset of the War on Drugs 45 years ago.

The OOH materials, which included murals, billboards, mobile ads and wild-postings, were displayed across top markets in the U.S. such as Los Angeles, San Francisco, New York, Chicago, Washington D.C. and Miami.

Nike Communications and MONOGRAM’s digital team further promoted the campaign by securing press coverage within target outlets, as well as driving engagement to the brand’s own social platforms by sharing testimonials from the talent featured within the creative.

Execution

NIKE SECURED PRESS

*includes press-related social coverage via Instagram and Twitter

125 Press + Social Placements

198,844,487 Total Impressions

COVERAGE BREAKDOWN:

56 National Placements

24 Ad/Business Trade Placements

15 Cannabis Trade Placements

7 Regional Placements

23 Social Support Placements

Outcome