Cannabis Clinic

Medicinal cannabis is legal in New Zealand - but stigma still hangs heavy. Two-thirds of Kiwis believe there’s something shameful about accessing it.

That perception hits real patients hard.

Cannabis Clinic, New Zealand’s leading independent provider, came to us with a clear challenge: help change the conversation.

Together, we launched the country’s first anti-stigma campaign for medicinal cannabis.

Our bold move? Flip the most iconic symbol of illegal cannabis trade - trainers hanging on powerlines - to represent something legal, credible, and human.

The campaign’s striking OOH visuals, shot by Troy Goodall, blended into the urban landscape with a special build on Newton Road by Bootleg Designs, designed to stop people in their tracks and spark conversation.

Complementing this, cinematic social films written and directed by Alice Cogin at Supernormal bring real patients’ stories to life - raw, relatable, and a wake-up call to rethink the stigma.

Awareness & Reach: We achieved 2.1 million impressions and reached 846,000 unique users.

Engagement: The campaign generated a massive Click-Through Rate (CTR) of 8.01%, proving the creative resonated deeply with the audience.

Business Growth: This awareness translated directly to business results, driving a 26% increase in referral traffic and acquiring 43,000 new users. Paid social was a powerhouse, contributing to 56% of total sessions and 71% of new users.The Cost per Landing Page View was just $0.07, which is significantly lower than the industry average of $0.50–$1.00 for health-related paid social, indicating exceptionally efficient traffic generation.

But most importantly, we sparked a national discussion on why there’s still so much stigma.