Inspite of the actuality that a lot of states across the US have legalized the use of cannabis, a lot more than 40,000 persons are nonetheless guiding bars for the reason that of non-violent cannabis possession. And while the neighborhood enjoys the added benefits of the legalization of the plant, cannabis cultivation platform AROYA simply cannot assistance but ponder what it can quite possibly do to help the incarcerated regain their freedom, specifically in today’s context when one particular can lawfully acquire hashish.
Creatively imagined by the group at Serviceplan Innovation and just in time for the intercontinental day for hashish (celebrated on 20 April), the brand name launched “Freedom Grams,” a system via which the tales of some of these prisoners are designed noticeable. Through this week’s #ThrowBrandThursday column, we are reminding you of the marketing campaign that AROYA created in collaboration with retail and distribution husband or wife GABY Inc. and non-financial gain Last Prisoner Challenge, with the endeavours directed towards bringing justice to people imprisoned for something that is no longer a criminal offense.
Marijuana possession is what got them in jail in the 1st place. But now, it is time to use the exact same products to get these persons out. The Flexibility Grams platform is a cannabis brand name that sells marijuana solutions in deals that occur in .3, 3.5, 8.7, 18., and 23.5-grams — the specific quantities for which these individuals in the US are at this time in prison. Readily available by GABY Inc., all proceeds from the Flexibility Grams are directed in direction of the Very last Prisoner Challenge, which fights for the launch of hashish prisoners by means of lawful and legislative intervention.
“What sets Independence Grams aside from other initiatives is that we are building a connection between people and convicts. The public demands to notice that it is persons like you and me, serving from time to time up to life, for quantities that you can lawfully obtain currently. By providing specifically these amounts, we are building awareness and turning it into motion at the exact same time,” spelled out Christian Hertel, VP, Advertising, AROYA.
To elevate consciousness about the injustice those deprived of their liberty are facing, the brand name arrived at out to the local community by its packaging. Subsequent a comparable layout program influenced by prison bars, each pack options the identify of a human being sentenced to prison for the exact total of marijuana within the bag. For case in point, possessing 3.5 grams of cannabis meant the stop of independence for Kevin O’Brien Allen, who was sentenced to existence without the need of parole in 2014. There are a lot more tales to be identified, the shoppers getting invited to investigate them possibly by way of an AR filter or through a microsite developed for the task.
Readily available to be admired from the web site to the packaging, the design process is the canvas onto which generative typography comes to lifetime, a visible metaphor the agency used to discuss about the campaign’s topic of liberation. The packs’ labels are aid-printed and appear with a bespoke branded matchbook. Additionally, the undertaking involves a broad selection of branded collaterals, such as lighters, rolling paper, stickers, hangtags, and a 3D printable grinder, all of which have been developed for retail and influencer mailings.
“Through Freedom Grams, we are elevating general public awareness of the harsh fact of hashish-relevant incarceration and hope to empower our supporters to join our battle to safe the complete freedom of the communities we serve,” additional Stephen Write-up, Campaign Strategist, Final Prisoner Job.
“Cannabis has been historically demonized, and people today ended up punished for all the wrong explanations,” ongoing William Kanistras, Director of Products Operations at GABY Inc. “The legal method requires to understand that the men and women who ended up imprisoned deserve to be free of charge as well.”
As an open-supply brand, Flexibility Grams is specifically produced so others can add with extra tales the submitted instances will be showcased on the packs. Growers, stores, and models are also invited to give a helping hand by producing Flexibility Grams labels for their personal products.
Alexander Schill, Global CCO, Serviceplan Group, concludes: “Cannabis in the U.S.A. has progressed into a billion-greenback marketplace, but still carries the major load from a long time of criminalization. As an advertising agency, we noticed the business enterprise prospective and what stands in its way. As conversation experts, we observed an revolutionary alternative that empowers the field and consumers to deliver about improve. And as human beings, we’re joyful to do our aspect in supplying back flexibility to those people who are unjustly incarcerated.”
Visitors from the states that have legalized cannabis use can obtain the Liberty Grams on-line. The products and solutions are also out there in-retailer as a result of Mankind Dispensary, owned by GABY. Nevertheless, according to the California-targeted retail consolidator, the Independence Grams are currently offered out. Besides GABY and AROYA, the initiative is also supported by Dewey Hashish Co. and Ball Relatives.
Agency: Serviceplan Innovation
Serviceplan PR & Articles
Associates: GABY Inc. // Past Prisoner Challenge
Moby Digg GmbH