For many people, cannabis is all about smoking a joint—probably while hiding it from your kids and neighbours. But with legalization, all that changed. This campaign introduced Tweed's new drinks, chocolate, and vape products across Canada. The ask was unprecedented: simultaneously building product knowledge and establishing brand preference all at once, and doing so in an intensely regulated market. Tweed’s cannabis 2.0 assets and education pieces were standard-setting in the industry. Fittingly, Tweed is now one of the most well-known and best-regarded Canadian recreational cannabis brands.