Setup
With Canada’s uniquely restrictive and shifting cannabis advertising regulations, Spinach (The Cronos Group’s “carefree but not careless” brand) requires a nuanced tone.
Relying solely on owned social media channels to establish its positioning in the crowded cannabinoid market, each piece of content needed to be both noteworthy and attributable.
Strategy
Small social moments become big occasions in the recurring “Spinach with Friends” series. Clever filmmaking techniques show how creativity is amplified (and shared experiences become more epic) when there’s cannabis to go around. This succinct narrative formula consistently surprised and engaged followers while remaining efficient to produce.