Nugg Club Reefer Gladness Campaign
Nugg was getting ready to launch Nugg Club, their new DTC delivery service. We challenged leadership to think outside of email and text marketing: launch with a 360 marketing campaign including OOH, affiliate, direct response, and guerilla tactics. Step one was a full rebrand, which would be a departure from the start-up branding Nugg was still using. Badmoon acted as a consultant on everything from determining brand positioning & voice, to color palette and general aesthetic. Next, we needed to determine messaging and theme for the first announcements of the new service. The idea of flipping Reefer Madness on its head had been thrown around, so we decided to portray the early cultural days of cannabis as they should have been portrayed then- inclusive, tasteful, and rooted in wellness; well, Gladness to be exact. Reefer Gladness was born. Badmoon was tasked with spearheading the era-specific photoshoot for OOH print ads. We developed and locked concepts, managed casting and crewing, dialed in three perfect shooting locations and permits, and executed the two-day shoot with our own photographers, wardrobe/makeup team, and producer. Shot on medium format digital and film.
