Common Good and Tokyo Smoke Celebrate 10.17
October 16, 2018
How will you celebrate 10.17?
With less than 24 hours until cannabis legalization across the country, this historic day, known as 10.17 (October 17), should be full of festivities. To help you make sure that your 10.17 is celebrated right, Toronto-based directing collective Common Good has teamed up with Tokyo Smoke, a lifestyle brand that focuses on the legal cannabis industry, to launch a new awareness campaign called “Ten Seventeen.”
Ten Seventeen revolves around a 60-second video, created by Common Good and the creative team at Tokyo Smoke. The surreal, dream-like video outlines the many ways Canadians can celebrate 10.17. The video shows 35 quick-cut shots, which explores either the time of 10 minutes and 17 seconds or the value of $10.17. This is a clever way to bypass regulations on cannabis marketing, by showing the date of 10.17 as units of time and prices. However the idea that this video is showing cannabis is not lost, with many references to “spark one” and “smoke a bowl.”
Each individual quick-cut features its own colour palette and references. Look closely for movie and pop-culture references (a nod to Harmony Korine’s film Gummo can be seen at 0:25) Take a look below.
To help make the campaign, Common Good and Tokyo Smoke enlisted the help of 14 Canadian influencers including fashion-icon and drag queen Tynomi Banks and artist Trevor Wheatley. These influencers can be seen throughout the video and also contribute to the second part of the campaign, the website SpendTenSeventeen.com
SpendTenSeventeen.com features playlists (10 minutes and 17 seconds long) and recipes (that can be made in 10 minutes and 17 seconds) as well as other 10.17 related content. Think movie recommendations, workout routines and meditation guides. The influencers also added their own content to the website and will share the campaign across their social media channels.
The accompanying media plan is built around online video, digital media, partner events and social media amplification.
The whole idea of the campaign is to “insert Tokyo Smoke into the broader conversation around cannabis legalization,” says Josh Layton, partner and VP marketing and partnerships of Tokyo Smoke.