Turning the table on Jessica Brasil

When asked what her favourite project of 2024 was, Jessica Brasil, senior designer at LG2 Toronto and a 2025 Applied Arts Photography & Illustration Awards juror, brought forth Buzzkill, a mock identity created for the  Ontario Cannabis Store. She explains why this is her favourite, as well as why it was so successful.

What were some unique features of the campaign?

The standout for me was developing Buzzkill, a fully fleshed-out fake cannabis brand designed to mimic the illegal market. Instead of relying solely on digital or static ads, the campaign also included a physical Buzzkill dispensary in downtown Toronto — directly targeting the epicentre of the black market. The fake products — with edgy names like Lead Rocket and E. Cola — were packaged to look sleek and high-end, using bright, toxic greens and clever typography. This drew people in while shocking them with the real risks. Videos, brochures, and in-person “budtenders” turned a simple education campaign into a visceral, engaging experience. This bold, unconventional tactic allowed the Ontario Cannabis Store (OCS) to bypass traditional advertising restrictions and really engage audiences. 

What were the success stats or indicators?

32.2 million earned media impressions from the pop-up event — showing strong public and media interest.

59% of Ontarians became aware of the dangers of illegal cannabis — a significant leap in public education.

20% increase in traffic to OCS’s “Health and Safety” webpage — indicating a direct response and interest in learning more.

152% increase in intent to purchase legal cannabis — a powerful shift in consumer behaviour, which was the ultimate goal.

Can you give us some "peeks" behind-the-scenes?

The Buzzkill name and look weren’t just clever — they were strategic. We took OCS’s core brand green and warped it into a “toxic” neon shade to imply danger, while still staying connected to the parent brand. Over 25 fake cannabis products were created — not just mocked up, but physically produced to look and feel real. This meant sourcing materials, printing detailed labels with fake ingredient lists, and even mimicking government compliance markings to maintain authenticity. Behind the quirky names like E. Cola, Pesti-Cider, and Lead Rocket was a careful creative process that balanced humour with shock. The names had to be catchy enough to attract attention while still sounding plausible — walking a fine line between satire and believability. 

The marketing strategy mimicked how illegal dispensaries promote themselves — using posters on telephone poles, cryptic messaging, and organic social buzz. It felt grassroots and word-of-mouth driven, giving it a kind of street credibility that traditional campaigns lack. Plus, the shop itself had an atmosphere typically associated with illegal stores, like bass-heavy music, blacked-out windows, and no product pricing to blend in and build intrigue. We even hired cast people and trained them to act as “Buzzkill budtenders” — not to sell anything, but to educate the public based on OCS’ research and regulations. They had to learn how to talk about health risks, answer tough questions, and represent the brand without slipping into parody or fear tactics.

Why is this particular project a fave?

From a design point of view, this one’s a favourite because it let our team get super creative while still tackling a serious issue. Instead of going the usual government route, they allowed us to go all in on building a fake brand that looked real.

The packaging was clean and stylish, the colours were bold and kind of toxic-looking (on purpose), and the custom typeface gave it that edgy, underground vibe. It honestly looked like something you'd see in a trendy dispensary or on a streetwear shelf. It pulled people in, got them curious, and then flipped their expectations to make a serious point. That kind of storytelling through design is hard to pull off, and that’s what made this campaign such a standout.

Can you give us your opinion on what you think made this project a success?

It felt real. Buzzkill didn’t look like a government campaign. It actually looked like a cool, legit cannabis brand which gave it a shock factor. People expected to walk into a cool new dispensary, and instead they were hit with the reality of what’s in illegal weed. It was smart, a little cheeky, and made you think without feeling preachy. It didn’t scream “public service announcement,” which is why I think it was successful.

It also hit the right audience in the right places. Instead of trying to be everywhere, the campaign was super targeted — online, on social, and specific areas of Toronto where illegal shops are most common. It showed up where the audience actually spends time, especially younger cannabis users. The whole campaign got people talking and generated real buzz. More people visited the OCS health and safety page, more people understood the risks, and more said they’d buy legal. So not only was it creative and fun, it actually worked.

CREATIVE CREDITS
Chief Creative Officers: Marc Fortin, Luc Du Sault, Josh Stein
Vice-President, Executive Creative Direction, Design: Ryan Crouchman
Vice-President, Strategy: Keith Barry
Vice-President, Account Services: Shelly-Ann Scott
Creative Direction: Rana Chatterjee, Jeff Cheung, Ryan Crouchman  
Copywriting: Scott Hildebrant, Daniel Kanhai 
Art Direction: Kyle Winsor 
Design: Jessica Brasil, Adam Globa, Erin Strubl
Motion Design: Samuel Thibodeau
Strategy: Mike Strasser 
Content Strategy: Nikole Patterson-Hurst
Client Services: Krista Findlay, Luke Whitty, Shilpa Chandra, Geraldine Sebastian, Casey Mendoza 
Production Design: Lisa Ye, Briar Koski, Dylan Hamilton
Photography: Kaamil Lakhani, Ashley Harris
Agency Production (Creative Production Services): Tara Greguric, Tracy Haapamaki 
Agency Production (Integrated Production Services): Christine Malacas

IG: LG2 Website: LG2

Reel them in with craft and beauty, then shock them with the ugly truth. Successful buzzkill LG2! Even our 2025 Design Awards jury felt the buzz—giving the campaign a winning score across seven categories.