Committed to Cannabis

Committed to Cannabis is the piece that explained why AVD became ACTIVE.

Instead of a typical rebrand reveal, we used the film to plant a flag in cannabis culture and make our roots the point. It focused on the people behind the company and the day-to-day dedication to the plant, setting “Committed to Cannabis” as the strategy that would guide everything moving forward. The message also drew a clear line between ACTIVE and a category full of brands that came from e-cig and never really felt part of the community.