Doja
17
Pardon Products.
2022
Ambition
Establish Doja Cannabis as a different strain, run by a different, more-caring group of people.
Audience Love
As billions poured into the cannabis industry, a growing chorus of people asked why are we all ignoring the fact that nearly half a million Canadians still have to deal with the consequences of minor Cannabis convictions.
Idea
Partner up with Cannabis Amnesty and launch Doja Cannabis with Pardon Products, an apparel line from which all the proceeds went to support exoneration of those with minor cannabis convictions.
Results
Coverage from Forbes to CBC, celebrities and social activists.
“Hands down the most culturally impactful launch across our entire portfolio.”