The Cannabis Clinic.
Trainers on Power Lines. 400% Above Benchmark.
The Cannabis Clinic
THE BRIEF
A 100% legal medical service trapped by decades of stigma. Patients didn’t know legal pathways existed or felt too ashamed to explore them. Strict ad regulations made it harder.
WHAT WE DID
- Took the most recognised symbol of illegal cannabis culture — trainers on power lines — and repurposed it as a beacon for legitimate medical access
- on Auckland’s Newton Road with oversized trainers above the structure, supported by national OOH with diverse trainer styles
- The campaign was built to generate conversation, not just impressions — amplifying reach well beyond the paid footprint
"We didn't fight the stigma - we used culture to dissolve it."
THE IMPACT
- 26% referral traffic increase within a week of launch
- 400% above benchmark for social engagement and sharing
- Earned media coverage including editorial commentary from The Spinoff
- Category and brand search surged simultaneously — growing the market while establishing leadership
Results
400% Above benchmark social engagement