Pardon

Pardon

Doja

DOJA

PARDON 

THE WHAT, WHERE AND WHEN OF IT:

Cannabis was being legalized, and the last thing the world needed was another cannabis brand without a true purpose. 

DOJA, made in British Columbia, was doing things differently every step of the way both in terms of production and social activism. We helped them boil their actions down into a timeless rallying cry “Of a different strain.” Then we launched the brand by going after the cultural elephant in the room – cannabis was being legalized but no one was talking about the decades of minor, non-violent cannabis convictions that continue to ruin the lives of over 500,000 people. 

We, in partnership with DOJA, teamed up with lawyers at Cannabis Amnesty to create Pardon Products. All the proceeds from Pardon Product sales went toward lobbying the government to grant an immediate pardon to anyone with a minor cannabis conviction and to raise awareness about the brand itself. 

The launch work was picked by everyone from Forbes to CBC, celebrities and social activists. According to the former Head of Marketing at Canopy, DOJA’s parent company, “This launch was hands down my favourite, most culturally impactful,  across our entire portfolio of brands.”