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ANDY Awards

Creative Award
New York, United States
MedMen - "New Normal" by ANDY Awards 2020

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TitleNew Normal
Agency
Campaign New Normal
Advertiser Medmen
Brand MedMen
PostedApril 2020
Business Sector Health & Pharmaceutical Products
Media Type Others
Length
AI Description The ad by MedMen, titled "New Normal," creatively portrays the history and evolution of cannabis from the era of President George Washington, who owned hemp farms, to its current place in modern society. The video begins by referencing historical figures who cultivated hemp, juxtaposed against the harsh 80-year-period of cannabis prohibition in America. Through a series of powerful and contrasting visuals, the ad transitions from depicting unjust legal penalties to illustrating modern-day acceptance and benefits of cannabis usage, such as wellness and economic opportunities. The narrative also highlights significant social issues like stop and frisk policies, showcasing people of diverse backgrounds trying to navigate a changing legal landscape. The ad concludes with a hopeful tone, emphasizing the normalization and benefits of cannabis, aiming to reframe cannabis from a symbol of madness to one of wellness and community.
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