Challenge:

4/20 is a universally recognized moment in cannabis culture, creating intense competition for attention. While Trulieve has a strong presence on 4/20, the focus shifts to carrying that impact forward after the moment ends.

Solution:

Instead of ending the conversation at 4/20, Trulieve continues it. By extending our 4/20 campaign into a new brand-owned moment - 8/20, the halfway point to 4/20 - we create a fresh cannabis holiday that keeps Trulieve top of mind. 8/20 becomes a cultural checkpoint: a reason to celebrate, engage, and reconnect with consumers when no other brand is owning the moment.

This strategy transforms 4/20 from a one-day event into a year-long rhythm, positioning Trulieve as the brand that doesn’t just show up for cannabis culture - but shapes it.

CD: Keith Ireland // Copy: Jared Myers // Sr. AD: Jimmy Reeves, Brian Cheung // AD: Danielle Miller