CannabisSense

Situation

CannabisSense was looking to connect with Albertans in a way that felt engaging, approachable, and informative, while increasing awareness around cannabis consumption, available resources, and responsible use. The challenge was to deliver education in a way that would resonate in high-energy festival environments, where attention is limited and competition for engagement is high.

They partnered with us to create an experience that could break through, spark curiosity, and leave participants with a stronger understanding of CannabisSense and its purpose.

Approach

We developed the CannabisSense Hot Box, a mobile, interactive activation designed to educate through play. The experience invited participants to step inside, test their knowledge, and engage with cannabis education in a way that felt light, memorable, and non-preachy.

The activation was designed to flex across multiple festival environments, including booth setups, roaming engagement, and large-scale integrations with event assets. This allowed us to tailor the experience to each event while maintaining a consistent brand presence.

We extended the experience beyond the footprint by integrating into broader festival moments, including digital placements and high-visibility signage, ensuring CannabisSense was seen and experienced throughout the grounds.

Execution

Our team manages the full activation lifecycle across multiple festivals, including the Edmonton and Calgary Great Outdoor Comedy Festivals, Calgary Folk Fest, and Big Valley Jamboree.

We handle all logistics, including transportation, setup, and on-site management of the CannabisSense Hot Box, while adapting execution based on each festival’s layout and requirements. We recruit, train, and manage a team of brand ambassadors who are responsible for driving engagement, facilitating the experience, and ensuring messaging is delivered clearly and accurately.

We also continuously refine the experience in real time, incorporating learnings from each activation to improve flow, ambassador training, and participant engagement across the tour.

Outcome

Across four major festival activations, the CannabisSense experience generated strong engagement and meaningful interactions. In total, the activation reached over 3,100 participants, with more than 565 contest entries and over 27 hours of total dwell time.

The experience also drove significant brand visibility, with over 10,000 pieces of branded swag distributed and strong organic reach as items were worn and used throughout the festival grounds.

Beyond quantitative results, participants consistently reported increased knowledge and a stronger understanding of CannabisSense, demonstrating the activation’s effectiveness in delivering education in a way that resonates.