Real California Cannabis
Cannabis is legal—the shop might not be
Nearly 60% of California adults consume cannabis, but most don’t know illegal dispensaries exist—let alone how to spot them. We needed to create a compelling and widespread campaign that equipped new, potential, and longtime cannabis consumers with the knowledge and tools to shop exclusively at licensed retailers.
It just got Real
As a growing number of people embrace cannabis, the California Department of Cannabis Control wanted to make sure folks knew how to find licensed dispensaries selling regulated products. You know, the good stuff. In partnership with Fiona Hutton & Associates we created the Real CA Cannabis campaign to educate consumers on the dangers of unregulated cannabis and make it easier than ever to find licensed retailers statewide.
01—The brand
Not your mama’s government campaign
Our mission: Make this government project sound and feel like anything but. With fresh yet familiar aesthetics, a grounded and relatable voice, and cultural references ranging from classic rock to 2010s pop, we created a campaign that felt at once new and nostalgic.
Nostalgia in type form — Harkening to a classic era of advertising, we leaned into a typeface that was both visually strong and culturally synonymous with cool.
A logo for every occasion — Our responsive logo was designed to work well at every size, in every medium, and in every brand color, so we could stick it anywhere and everywhere.
Real photography — Partnering with the talented Texas Isaiah Horatio-Valenzuela and seeking out the best stock has to offer, we crafted a raw, dynamic, and inclusive visual identity.
03—The campaign
Real loud
We wanted to turn the Real CA Cannabis seal into a symbol synonymous with high-quality, trustworthy, and regulated products as quickly as possible, so we rolled out a massive multimedia strategy including billboards, digital ads, influencer partnerships, radio spots, and more to get Real CA Cannabis in front of millions of Californians statewide.
Concept Art — For launch we focused on core messaging, highlighting the basics around what Real CA Cannabis is, why it matters, and why cannabis enthusiasts should check it out ASAP. Further into the lifecycle of the campaign, we layered in our full suite of ad concepts, each reflecting unique slices of life and value statements designed to speak to our core audiences.
Social ads — A combination of static and dynamic digital ads curated to match the tone, audience, and best practices of each platform got the Real CA Cannabis conversation going on Reddit, Meta, Instagram—just to name a few.
PSA Video — We partnered with JComm Inc. to create a beautiful and stylized PSA video to carry the core message of the campaign.
Influencer Marketing — We collaborated with People First to tap a diverse selection of influencers who could help get the word out about Real CA Cannabis.
03—The Website
Find Real near you
We built the campaign site to not only provide key background information on Real CA Cannabis, but also quickly point users to our licensee search—the tool we built specifically for this campaign so Californians can easily find legal dispensaries in their area.
Physical & Digital — In addition to our licensee search tool, we also designed stylized QR codes to be displayed at physical storefronts. A quick scan tells you whether you're at a licensed dispensary.
Verify before you buy — Our intuitive licensee search features every licensed dispensary and delivery service in the state and allows users to verify that a shop is legit even before they leave the house.
04—The Impact
Sparking a new conversation
Real CA Cannabis elevated public awareness around regulated cannabis and highlighted licensed dispensaries in a way California has never seen before. We’re beyond excited to have been able to play a role in creating a safer and healthier cannabis industry, and we’re looking forward to more opportunities to keep moving our communities in the right direction.
The team
Work created while at Swell Inc
Creative direction & design
Greg Hubacek
Christian Gilbert
Writing
Selena Baugh
Courtney Reed
Development
Adres Cruz
Tommaso Boggia
Photo & Video
Texas Isaiah Horatio-Valenzuela
Christian Gilbert
JComm Inc.
Strategy & media
Sara St. Hilaire
Ta’Kija Bryant
Jess Gregg
Fiona Hutton & Associates