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2019 One Show - Direct Marketing

Pass The Bill

Agency Rethink / Toronto

Client Leaf Forward
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Annual ID

OS_DI19045M

About the Work

On October 17th, 2018, Canada became the second ever nation to legalize recreational cannabis, thanks to Bill C-45. As the country’s largest cannabis business accelerator, Leaf Forward wanted to celebrate the occasion in a way that resonated with Canadians. But with so many companies trying to promote themselves on this historic date, the organization needed to break through clutter. We quickly realized that most Canadians would celebrate the passing of the bill by passing around something else, so we decided to insert ourselves into that occasion. On legalization day we launched Pass The Bill—all 90,659 words of the Bill C-45, printed on ultra-thin rice paper using safe, smokable, non-toxic ink, and packaged like official legislation. That’s right—we created real legal document rolling papers. We even designed a weed-inspired version of the Canadian crest. The government passed the bill, and now Canadians could, too.