Los Angeles – Monogram, a cannabis brand by US rapper Jay-Z, is challenging the American legal system on the use of cannabis.
The nationwide campaign aims to raise awareness of the current regulations through a provocative out-of-home and digital series. Combining factual headlines with striking portrait images of individuals who have been charged for cannabis-related offences, the adverts aim to highlight the lack of progress made since the onset of the war on drugs. Monogram’s outdoor ads draw comparisons with state laws that condemn cannabis but allow behaviours that many would deem as questionable or wrong – like bestiality or cannibalism.
‘I created this campaign to amplify the voices of those who have been penalised for the very same thing that venture capitalists are now prospering from with the emerging legal cannabis market,' says Jay-Z, rapper and founder of Monogram.
This campaign demonstrates the ways brands are now turning to laws, human rights and societal inequalities to present bold standpoints. For more, discover Aggro-tising in Backlash Brands.