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LADCR
Campaign Identity
—CAMPAIGN STRATEGY • CREATIVE DIRECTION • COPYWRITING • IDENTITY DESIGN • PRODUCTION
—The Los Angeles Department of Cannabis Regulation partnered with WeAreGiants to create its first public information campaign encouraging cannabis consumers to shop from licensed, local retailers.
Built around the message “From the Neighborhood, For the Neighborhood,” the identity connected legal cannabis with product safety, support for local and social-equity businesses, and greater opportunity for communities disproportionately affected by the War on Drugs–all while navigating an advertising landscape shaped by overlapping, evolving, and sometimes inconsistent restrictions.
Built around the message “From the Neighborhood, For the Neighborhood,” the identity connected legal cannabis with product safety, support for local and social-equity businesses, and greater opportunity for communities disproportionately affected by the War on Drugs–all while navigating an advertising landscape shaped by overlapping, evolving, and sometimes inconsistent restrictions.
Identity Toolkit
The identity was built as a flexible toolkit rather than a campaign lockup. Bold typography, high-visibility color, informal iconography, and a modular message structure allowed the campaign to address product safety, community investment, social equity, and legal purchasing while remaining recognizable.
The identity was built as a flexible toolkit rather than a campaign lockup. Bold typography, high-visibility color, informal iconography, and a modular message structure allowed the campaign to address product safety, community investment, social equity, and legal purchasing while remaining recognizable.
One Identity, Multiple Messages
The modular system supported a range of headlines, calls to action, and English- and Spanish-language executions. Each variation could emphasize a reason to shop legal—from knowing the source to supporting neighborhood businesses—without losing the campaign’s visual voice.
The modular system supported a range of headlines, calls to action, and English- and Spanish-language executions. Each variation could emphasize a reason to shop legal—from knowing the source to supporting neighborhood businesses—without losing the campaign’s visual voice.
Beyond Advertising
The campaign extended beyond paid media into community events, outreach materials, and limited-edition premiums–creating opportunities for residents to encounter and carry the identity in more personal, everyday ways.
The campaign extended beyond paid media into community events, outreach materials, and limited-edition premiums–creating opportunities for residents to encounter and carry the identity in more personal, everyday ways.
Campaign Reach
During its 12-week run, the campaign delivered more than 100 million impressions and helped drive more than 3x the previous year’s traffic to the LADCR website.
During its 12-week run, the campaign delivered more than 100 million impressions and helped drive more than 3x the previous year’s traffic to the LADCR website.
See how research, strategy, media planning, and community engagement shaped the full campaign.
Read the LADCR Campaign Case Study →
Read the LADCR Campaign Case Study →