For the premiere of Netflix‘s newest original comedy “Disjointed”, VICE creative agency Virtue Worldwide created a line of cannabis inspired by the show and other Netflix shows like Arrested Development, Orange is the New Black, and Bojack Horseman.
It’s no secret… that many enjoy cannabis with some of their favorite Netflix shows. But to promote their latest weed-centric sitcom Disjointed, Netflix wanted an activation that would not only get attention, but solidify their reputation and earn respect amongst their medicated subscribers. And what better way than with an entire line of Netflix-branded marijuana?
The Netflix Collection:
Fans who made a purchase also took home a selection of custom designed collectibles like stickers, t-shirts, hats and enamel pins. Even the RX bags, signage, menus and tote bags matched the collection’s identity.
Knowing their subscribers were already lighting up while watching, each strain was designed to complement different genres. More relaxing indica strains fit with lighthearted comedies while intense sativas were partnered with dramas.
For the actual buds themselves, we turned to Disjointed’s Cannabis Consultant Dr Dina, who worked with local growers to ensure the strains aligned with our vision.
Ruth’s Alternative Caring:
The Netflix Collection was available for one weekend only at Dr Dina’s famous West Hollywood dispensary. The space was completely remodeled to match Ruth’s Alternative Caring, the dispensary featured in Disjointed, complete with huge vinyl wall wraps, comfortable furniture, knolled merchandise and a hand-stenciled chalk wall menu of all the new strains.
All the Creative Direction, Branding, Packaging, Experiential Production, Writing, Illustration, PR by Virtue Worldwide.
Campaign Date: September 2017