IMAGINE... AN AD CAMPAIGN FOR MARIJUANA

Just Practice

Quebec Agency Creates Mock-Up For Tv Program

If and when Canada ever legalizes marijuana, Montreal ad agency
Groupaction/JWT has an advertising campaign ready to drive sales of
the mood-altering herb.

The "Imagine..." campaign, created at the direction of provincial
broadcaster Tele-Quebec, is the subject of two episodes of "les
francs-tireurs" television program.

The first episode, airing in Quebec tonight, depicts the client
briefing and campaign formulation.

The second program, airing Nov. 18, shows the presentation of the "$2
million" campaign to the client, which is designed for television,
newspapers, and billboards.

"It is not legal now. But one of these days it is going to be legal,
so we are ready" joked Jacques Archambault, the group director at
Groupaction/JWT.

The two-part television program is intended to inform viewers about
the issues surrounding marijuana, and the process of creating an
advertising campaign.

The final product is a campaign to promote hydroponically grown
cannabis, available in various strengths and sold at local convenience
stores.

The Imagine theme, which the agency said is intended to evoke images
of of pot's heyday in the sixties era of John Lennon, peace and free
love, is targeted at the baby boom generation.

Groupaction even called a mock press conference at its office in
Montreal this week to generate a buzz for the fictional campaign and
upcoming shows.

Checked-by: Patrick Henry