VICELAND’s WEED WEEK made history as the first prime time celebration of the culture, politics, and absurdity of marijuana. It was also the first time for weed to be featured in advertising. So we went big, bold and iconic and also filled a store front with a ton of weed! Overall it marked the highest-rated week ever on the channel.
The first year was so successful that we brought it back for a second year, upping the stakes with a 360 marketing campaign called "Now With More Weed" and doubled down on our place atop the weed-on-TV ecosystem while pushing the boundaries of how a TV channel can talk about marijuana. Our campaign showcased beautifully absurd imagery of weed popping up anywhere and everywhere — from a quadruple-stacked weed burger to a TV literally filled with weed. Oh, and we used real weed. 20 pounds of it, to be exact.
Year 1:
Creative: VICELAND Creative Team
Year 2:
Creative: VICELAND Creative Team
Photography: Jimmy Marble
Directors: Glue Society
Production Designer: Sean Costello
Awards: Clios 6 Gold, 3 Sliver and 2 Bronze, Promax 5 Gold, 4 Silver, 3 Bronze, 8 Obies, ADC Bronze, PRINT