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.

This is the story of how a team of Strategists and entrepreneurs harnessed all this disruptive power to create hmbldt: a new medicinal cannabis brand launched in 2016.

In the gold rush to capitalize on the legalization of medicinal marijuana, Strategy realized that to cut-through the competition's stereotypical brand positions, hmbldt had to harness the power of Cannabis' long history and offer the next stage of its evolution. An evolution that has been 5,000 years in the making.