everybody’s doing it

RISE Dispensary— video, social, digital, out-of-home & in-store.

background: 4.20 is the unofficial cannabis holiday & people are partaking in the devil’s lettuce, but their seshes are not all the same.
insight: 50% of adults in the U.S. have tried cannabis, with about 70% in favor of legalization, and those numbers are growing.
idea: As cannabis has become more accessible and acceptable, people from all walks of life have made it a part of their routines. When you're out and about, chances are someone nearby is high. We know this, because it's often us. This 420 we're celebrating everybody who is doing it; in public, at home, or anywhere else the urge hits you.