CHALLENGE:
Mark the cultural change of legalization in America with the first ever national campaign for cannabis.

IDEA:
The New Normal: A short film directed by Spike Jonze that exposes the controversial past of cannabis in America and celebrates our optimistic, post-prohibition future.

The Daily Show, New York Times, Fast Company, Forbes, Huffington Post, Contagious, Paper Magazine, Esquire, The Drum, IndieWire, High Times, AdAge & more. But most importantly, the spot was parodied on South Park, which ultimately became a recurring theme of Season 22.