High AI

Agency: Publicis Toronto
Client: Riff

RIFF's "HIGH AI" campaign effectively leveraged artificial intelligence to navigate strict advertising regulations in the cannabis market. By using AI to visually and narratively showcase strains based on their unique properties, RIFF engaged consumers in a tech-savvy manner, moving away from traditional depictions. This innovative approach differentiated them in a crowded marketplace and catered to their audience's preference for engaging content.

The campaign included AI-generated visuals, stories, and radio spots, creating a unique experience both in-store and online. The results were impressive, with an **84.71% increase** in website visits and a **4% growth** in market share. Recognized with nominations for the Design Lions and Digital Craft Lions, RIFF set a new standard in the cannabis industry by combining creativity, technology, and strategic placement.