SPARKING A CONVErSATION for hemp health
MOVEMENT
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
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.
WE TOOK THE STREETS OF
ART BASEL MIAMI
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 FAIREY3,049,200 SQ. Ft.
ART INSTALLATION IN HONOR OF THE FIGHT FOR ACCESS
With many people thinking hemp CBD is a fad, or just for the “crunchy hippies,” we wanted to shine a light on how access greatly improves the quality of life for all walks of life. From children, like Charlotte, veterans and even the conservative soccer moms.
So for the next phase of the campaign, we needed to ignite a national conversation about the need for open access to hemp. Especially within the conservative states in middle America, where there is no choice, yet.
To help people understand the importance of access, we created a 3,049,200 square feet or 76-acre-sized art installation that celebrates all of those on earth who’ve benefited from hemp in their daily health. it symbolized Charlotte’s Web ongoing fight and mission to democratize access to hemp CBD. A mission that started years ago by a family, The Stanley Brothers, for a family to help a little girl named Charlotte Figi.
76-acre cannabis crop art will blow your mind
— LEAFLY
It took this one lone mower
1 week straight of mowing with GPS
and all of this made during the first wave of covid shutdowns
Charlotte’s Web unveils 76 acre farm art installation, and it’s breathtaking
— BENZINGAcase study
RESULTS
RESULTS
RESULTS
750+ Million EARNED MEDIA IMPRESSIONS
30% increase in aided & Unaided Awareness
became #1 in BRAND AWARENESS IN THE CATEGORY
