Pass The Bill

Consumer Direct Mail/Media Insert - Single



Winner: Rethink Client: Leaf Forward Creative Director: Joel Holtby, Mike Dubrick, Aaron Starkman, Chris Staples, Ian Grais Art Director: Skye Deluz Writer: Kyle Simons Print Producer: Narine Artinian Director: James Cooper Photographer: Andrew Lusztyk Strategy: Sean McDonald Strategist: Aliz Tennant, Hannah Newport Account Manager: Scott Lyons, Sara Lemmermeyer Ad Agency: Rethink

When the day to legalize cannabis in Canada finally came, Leaf Forward, a cannabis business accelerator, decided to help Canadians celebrate. We launched a limited-time line of rolling papers printed with Bill C-45—the legalization bill that started it all. Parliament may have passed the bill, but now weed enthusiasts could too. Each pack of rolling papers contained all 152 pages of the full document, so smokers could keep celebrating legalization one joint at a time.