CANADA AUTOMOBILE ASSOCIATION | TV & digital campaign
After edibles became legal for purchase in Canada, CAA needed to convince the 1 in 5 young Canadians who drive after using cannabis to plan ahead. The high from edibles can last way longer, making it dangerous to get behind the wheel. We knew our young target would respond to positive reinforcement over scare tactics, so instead of hammering them with facts, we focused on celebrating responsible behaviour, applauding them for choosing to do whatever they wanted, as long as it didn’t involve driving.