WEEDMAPS

 Brock Ollie


CAMPAIGN • TEAM-IDEATION • PRODUCTION • SOCIAL MEDIA • DIGITAL

The Brief. Create an ad highlighting cannabis censorship in advertising. Ensure the creative is safe for placement in a highly regulatory space – even if mainstream digital buys originally rejected (even the notion of) the media buy. Expand the narrative to cross-channel campaign deliverables.

The Solution. humanize the unconsidered impact of censoring a plant by personifying a vegetable, a leaf and flowerpot. Let’s help them get their identity back by calling it what it is: It’s cannabis, y’all. it's not 🥦.

:30 ad unit

on social

#SaveBrockOllie

Weedmaps had historically experienced being blacklisted and de-activated on social accounts (this happened multiple times in 2022). To highlight this and support the ad campaign during the rollout, the social team strategized the backup account, @broccolimaps, dedicated to owned deliverables for this campaign taking the idea of Brock Ollie as cannabis stand-in to another level.

Collage of social media posts featuring campaign #SaveBrockOllie by Weedmaps and Broccoli Maps. Images include broccoli-themed content, a man with broccoli on his head, and text about cannabis censorship. The visuals aim to raise awareness of cannabis issues with humor and advocacy.

the response •

the response •

Collage of tweets and posts featuring #SaveBrockOllie with cannabis themes and memes.

teamwork →dreamwork

  • writer/director • Kevin Barrett

  • Brock Ollie • Durrell Bowes

    Driver • Marquis Alexander Stewart

    Janet • Brigid Marshall

    Susan • Joan Kubicek

    Pot • Tony Turrico

    Maple Leaf • Ure Egbuho

  • Social • Cameron Rexroat, Ryan Longley
    Brand • Lesley Nickus

  • Production Company • Quantum Spin Studios

    EP • Victory Palmisano-Bruckner / Tanner Hearne

    Director • Jared Seltzer

    DP • Mike Simpson

    Edit • Jared Seltzer

    Management • Shannon Gillece

    Photography • Gina Coleman