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Northern Standard is a premium cannabis extracts company based in Colorado, US. They're marketing to spontaneous, adventurous people who make cannabis a part of a healthy & productive lifestyle. In communication with the audience, the brand portrays cannabis use as an activity enjoyed by confident, healthy and intelligent people.
We were invited to produce a single poster which reflexed the "anti-cannabis" poster in the 1930s into a modern positive propaganda poster. And here is how time has changed...
DISCIPLINES
Art Direction
illustration
LAUNCHED
Dec, 2018
CLIENT
Northern Standard​
Concept Study
This individual propaganda poster surprises consumer in an ironic twist on the old "Reefer Madness" - style posters from the 1930s - 1960s. Cannabis used to provoke hysteria, and consumers were portrayed as misguided fools seduced by the devil.
Posture Exploring
In contrast to this, we now want to present an image of a strong, fearless woman vaping as the devil cowers before her. The woman in the poster is a Latina with dark skin and full lips. She's wearing a lounge dress and blowing the smoke relaxingly. She's confident and alluring.
The Process
We took the style of the anti-cannabis posters and re-purposing it to show vaping in a positive light, our poster echoed the bold colours, strong fonts, and layout of those old posters.
The posters will be displayed on the Northern Standard merch site, social media (Facebook, Instagram & Twitter) and printed for display in the home or office.
Publishment
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