Aroya
2022
Freedom Grams
Packaging as criminal-justice argument
Each pack contains the exact grams of cannabis people are still imprisoned for.
- Year
- 2022
- Client
- Aroya
- Role
- Concept Development
- Live
- Visit project ↗
01
Problem
Cannabis is a $30B legal industry in some U.S. states while thousands of people remain incarcerated for possession in others. Public outrage exists; the connective tissue between them doesn't.
02
Idea
Use the most legal place — a dispensary shelf — to surface the most illegal stories. Sell cannabis in pack sizes calibrated to real sentences served by real people.
03
Execution
Packaging echoes prisoner uniforms. The website grid references prison bars. Every product sold contributes to the Last Prisoner Project.
04
Impact
Clio Health Grand Prix (Design). Cannes Lions Bronze. Webby Gold. Featured in Forbes, Adweek, D&AD.
Film
Recognition
Clio Health
Grand Prix · Design (2023)
Clio Cannabis
Grand Prix · Social Good (2022)
Cannes Lions
Bronze · Digital Craft (2022 & 2023)
Webby
Gold · Best Social Impact Campaign (2023)
Clio Awards
Gold ×2 + Silver + Bronze ×2 · Creative Commerce, Direct Marketing (2023)
Clio Health
Gold + Bronze · Design, Public Relations (2023)
D&AD
Bronze ×3 · Direct, Packaging, Branding (2023)
Red Dot
Gold · Website + Silver ×2 · Creative Use of Data, Cause Marketing (2022)
ADC Annual Awards
Silver · Design for Good + Bronze · Typography (2023)
ADC Deutschland
Silver ×2 + Bronze ×2 · Graphic, Packaging, Interface, Brand (2023)
New York Festivals
Gold + Bronze · Cannabis Branding, Avant-Garde (2023)
New York Festivals
Silver ×3 + Bronze ×2 (2022)
London International Awards
Bronze · Ambient & Activation (2023)
Epica
Silver · Brand Identity (2023)
Eurobest
Bronze · Design (2022)
Clio Cannabis
Silver · Brand Design (2022)
Lovie
Silver · Art Direction + Bronze ×2 · Website (2022)