hmbldt: 5,000 Years in the Making

This case study looks at how a team of strategists and entrepreneurs harnessed the disruptive power of cannabis to create hmbldt: a new medicinal cannabis brand launched in the US in 2016.

Campaign details

Agency: Anomaly



You could work 10 lifetimes and not come across a more disruptive category.

The disruption is apparent in its inherent tensions.

It is both criminally prohibited and a highly-celebrated case of decriminalization.

It is a Schedule 1 Drug that is also given to children suffering from Dravet Syndrome.

It is Baked, Grass, Ganja, High, Weed, Pot, 420.

And it is Endocannabinoid, Cannabinoid, Terpene and Delta9 Tetrahydrocannabinol.

It is hippy mysticism. And hard science.

And, today in America, it is bought illicitly on the street and it is invested in by Wall Street.


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