Goal

• Create large-scale awareness without triggering CBD ad restrictions
• Elevate brand perception through cultural and purpose-driven engagement
• Align the brand with public wellness and environmental advocacy

Challenge

• Unable to make direct product claims due to regulatory and platform limitations
• Public skepticism around CBD and its credibility
• Needed a campaign that felt authentic, non-commercial, and socially impactful

Service

Narrative Development + Cultural Strategy for National Campaign

Response

• Concepted and launched a public art activation in partnership with a globally recognized activist artist
• Tied campaign messaging to environmental impact and social healing, not product
• Secured paid and earned placements across wellness, art, and culture media verticals
• Developed cohesive messaging architecture that distanced the brand from CBD tropes
• Activated IRL and digital community engagement without triggering compliance issues

Results

• 🌎 10.9 billion+ media impressions across earned + organic channels
• 🚫 Navigated strict CBD compliance to launch without media bans
• 🎨 One of the largest public art campaigns ever tied to wellness
• 🧠 Shifted perception from product to purpose
• 🔁 Created scalable model for non-product-led storytelling in restricted categories

Why It Matters

This case proves that when you scale purpose instead of product, regulation becomes irrelevant. By leading with mission and meaning, we created impact at a scale most brands only dream of — without ever breaking a rule.