Just Say Yes
Police & Thieves
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A Denver-based cannabis dispensary was undergoing an ownership change, and were looking for a complete rebrand. With “Police & Thieves” they’d settled on an evocative — and potentially misunderstood — new name, but needed help with pretty much everything else.
The New York-based design firm Practical People brought me on as a strategist and copywriter to develop a simple strategy and messaging campaign that embraced the bold cultural implications of the name, while positioning the brand to represent something more than just marijuana.
But first they had some radio ad dollars to spend, and I suggested we skewer the guy who invented the war on drugs in the first place, subverting his own words to promote the brand and lifestyle.
We blanketed the market, running the spot 80 times a week across two Denver stations for four weeks. As the local defacto brand launch, the ad drove new customers into Police & Thieves’ recently relaunched locations and created lasting awareness.
Agency: Practical People
Art Director: Drew Heffron