Weed Week 2017
Viceland’s first Weed Week. A stoned seven day long programming stunt, culminating on 4/20 that is dedicated to a single celebrity- weed.
The campaign had over 24 hours of custom created content with a full 360° campaign integrated with vice.com editorial that challened the notions of marijuana with imagery that wasn’t stereotypical stoner.
Our in-house team made Quiz Show, a show featuring stoned contestants answering the big questions in life.
Storefronts in NYC and LA were packed with weed to act as a destination billboard, which featured an ATM that printed weed receipts and even emitted a weed smell.
Also, we threw a ton of parties, featuring free weed in legal states.