A large crop art in a field depicting a fist holding a flower, surrounded by text and decorative elements, with the words 'Trust the Farmers' at the top and 'SOS Hemp - Natural Heart' in the center.

Text that reads 'TRUST THE EARTH' in bold, white letters on a black background

MOVEMENT

Sparking A Conversation For Hemp Health

Cannabis plant with green leaves against a pastel cloudy sky during sunset.

A woman and a young girl in a greenhouse surrounded by green plants. The woman is wearing glasses and a blue suit jacket, looking at the girl holding a small white device or plant. The girl is wearing a colorful dress with floral patterns and a red headband, and she appears to be focused on the device.

A stylized black and white illustration of a face, with the word 'OBEY' in bold white letters on a red background at the bottom.

Text reading 'STUDIO NUMBER ONE' in bold, capitalized white letters on a black background.

Our brand and creative strategy to differentiate Charlotte’s Web in the very crowded and commoditized category of CBD was to lean into our mission. Charlotte’s Web started out as a mission before it was a company, a mission to democratize access to hemp for natural health for those who depend on it for a better quality of life.

This movement aims to continue that mission, by changing the perception of what the hemp plant is and the good it can do for those on this earth. It’s meant to spark a conversation around hemp as an option for health and empower people to educate themselves about this natural “alternative,” while championing the right to choose quality options for their wellness.

Every movement needs a strong memorable visual, we collaborated with world-renowned street artist Shepard Fairey and his design Studio Number One to create ours.

LAUNCH VIDEO

In E[art]h We Trust

North 11th Street and Wythe Avenue in the heart of Williamsburg, Brooklyn

Black and white sketch of a woman talking on the phone, holding a tablet, with a coffee cup nearby.

Along with the launch of the mural, a series of art projections rolled out across the country. From Washington D.C., Chicago, New York to Los Angeles.

Nighttime cityscape with a tall skyscraper illuminated by purple lights at the top, a high-rise building with many lit windows, and a billboard on a wall with a green and yellow design featuring a hand holding a cannabis leaf, with the text "TRUST THE EARTH" and other cannabis-related symbols.

Silhouettes of two people near a wall with a large illuminated green poster featuring a hand holding a cannabis leaf, with a sunset sky and palm trees in the background.

Nighttime scene featuring a barn with a large illuminated mural on a tower. The mural depicts a hand holding a cannabis leaf with the text 'Trust the Earth' above.

WE TOOK THE STREETS OF

ART BASEL MIAMI

Two workers are painting a mural on a wall. The mural features a large green cannabis leaf with the words 'Trust the Earth'. The workers are on an orange lift and a blue ladder, with lighting and painting supplies around them.

A large mural on a wall shows a green and beige design with a hand holding a cannabis leaf. The mural includes the words 'Trust the Earth,' 'Hemp,' 'For Natural Healing,' and '#TrustTheEarth.' Two women walk by, one holding a coffee cup and the other carrying a beige bag.

A woman standing in front of a large mural on a wall with her back to the camera. The mural features a raised hand holding a cannabis leaf, with the words "Trust the Earth" at the top. The scene has a natural, green theme with mountains and sun rays in the background.

Charlotte’s Web was a great organization to align with, as they are making advancements doing good by generating real health benefits with their products. My goal as an artist is to create art with a message, and I’m proud of my team for using this opportunity to do the same for Charlotte’s Web, a brand that can take a stand

- SHEPARD FAIREY

3,049,200 SQ. Ft.

An Art Installation in Honor of the Fight for Access.

An intricate, large-scale hedge maze with a detailed design viewed from above.

With many people dismissing hemp CBD as a fad, or something only for “crunchy hippies,” we set out to show how access can improve quality of life for all kinds of people. Kids like Charlotte, veterans, and even conservative soccer moms.

For the next phase of the campaign, we needed to ignite a national conversation about the need for open access to hemp, especially in conservative states across middle America where there still isn’t a choice.

To help people understand why access matters, we created a 3,049,200-square-foot, 76-acre art installation celebrating everyone whose daily health has benefited from hemp. It symbolized Charlotte’s Web’s ongoing fight to democratize access to hemp CBD, a mission that began years ago when the Stanley Brothers created a product for a family trying to help a little girl named Charlotte Figi.