Here, location matters
Monogram, a joint venture with Caliva and Jay-Z, wanted a strong statement for their launch – how can we call attention to the Controlled Substances Act of 1970*?
(Often looked at as discriminatory, which classifies Cannabis as a Schedule I drug)
In tandem with creative shop Matte Projects, the goal was to focus on borders of states with starkly opposing regulations regarding Cannabis to make consumers aware.
Quan recommended custom routing with mobile billboards to make a bold statement, parking on the seven actual borders of the states with opposing regulations, changing the message Legal/Illegal as it crossed.
The campaign received massive press coverage (The Source, AdAge) and clients were thrilled Quan was able to build viable OOH solutions in “off the grid” areas.