Oregon-based creative studio Sockeye has launched what it says is the first-ever cannabis YouTube commercial for a legal edible, said Sockeye’s president Andy Fraser. The centerpiece of the campaign for Legal, the flagship product of leading edibles purveyor Mirth Provisions, is a 90-second music video, created with long-time collaborator and friend of the agency, indie film director James Westby. (The Auteur, Film Geek.)
“This is advertising for an industry where it hasn’t existed yet,” says Sockeye’s executive creative director, Peter Metz. “It’s like the Wild Wild West. That said, we wanted to come at it with the utmost integrity and creativity – engaging and educating an increasingly sophisticated audience.”
The “Legal” music video is now live on YouTube and was introduced with five :15 cut-downs, teased out for the past week through Mirth’s social media, as part of their digital effort to introduce Mirth’s premium-quality edibles to a rapidly expanding audience.
Mirth’s Legal is a refreshing, sparkling tonic and one of the fastest-growing cannabis products in Washington since the beginning of the state’s recreational sales. Using all-natural locally sourced ingredients, Legal has quickly become the #1 selling cannabis-infused beverage in Washington, and has been featured in The New York Times, USA Today, and The Tonight Show with Jimmy Fallon. Legal is widely recognized as one of the most successful edible products in the country.
“Sockeye is deeply committed to introducing Legal to an adult audience in a completely transparent and responsible way,” says Fraser. “Our goal is to help people better understand the distinctions between the four Legal products.”
Those four flavors, Lemon Ginger (Indica), Pomegranate (Sativa), Rainer Cherry (Hybrid), and the new Cranberry (CBD) are all natural, low in sugar, and often sourced from local farms. Not only is every flavor strain-specific, but the Mirth team was able to pair the cannabinoids found in marijuana with the terpenes in the fruit, so that the all-natural ingredients complement the effect of the cannabis.
“With Mirth, we’ve always tried to operate with intelligence,” says Metz. “From the branding, to every bottle and case designed, we’ve tried to elevate the conversation … even if it was a conversation that wasn’t out there yet.”
Located in Portland, Sockeye has 20+ employees and a fixed group of 75 creative professionals that help on a roster of local and national clients. The agency recently opened its European Creative Consulate in Amsterdam, The Netherlands.
Credits
Spot: Legal
Client: Mirth Provisions
Agency: Sockeye
Executive Creative Director: Peter Metz
Writer, Director, Editor: James Westby
Song: James Westby
Music: Jim Brunberg
Executive Producer: Ryan Crisman
Director of Photography: Tom Grissom
Post: Sockeye
Agency Producer: Stacy Lorts
Sound Design: Dig One