High AI

Agency: Publicis Toronto
Client: Riff

Cannabis shops can carry an average of 100 different varieties, which as the film states, “is a lot to figure out when you just want to get high.”

In a clever remedy to this conundrum, Riff’s High AI campaign skilfully bypassed strict advertising regulations in the cannabis market to visually and narratively showcase those strains based on their own unique properties. Or put more simply, it made AI “high” and asked it create art.

The remarkable results of say, AI painting a sunset under the influence of Cherry Moon Pie, helps potential users to visualise the effects of each product in a tech-savvy way.

The results were similarly remarkable, with an 84.71% increase in website visits and a 4% growth in market share. Recognised 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.