AROYA
2022
Freedom Grams
Packaging as criminal-justice argument
Each pack contains the exact grams of cannabis people are still imprisoned for.
Early concept team: the first brainstorms, client talks and studio selection. I left Serviceplan before it was made.
Made withAROYA, Last Prisoner Project, GABY, Moby Digg · with Naho Manabe, Eduardo Álvarez Lucas · and 64 others
- Year
- 2022
- Client
- AROYA
- Role
- Creative, Serviceplan Germany
- Also on
- Behance ↗Clio Cannabis ↗
01
Problem
Cannabis had become a legal, billion-dollar industry, while more than 40,000 people in the U.S. were still incarcerated for non-violent cannabis possession. 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 that match the exact amounts real people are in prison for.
03
Execution
Each pack features someone imprisoned for the exact weight inside it, and their story unfolds on the website. The design system is built on prison bars that generative typography breaks free from. 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.
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)
Full credits77 credited +−
Companies
- SERVICEPLAN GERMANY, Munich · Entrant
- AROYA / METER Group, Inc. USA · Advertiser
- OFF Films, Munich · Film Production
- 86Tales UG, Berlin · Sound Design / Music
- STD.DEV, Munich · Web Development
- kimera, Munich · Design
- Moby Digg, Munich · Design
- Gaby Inc, Calgary · Retailer / Manufacturer
- DiGennaro Communications, New York · PR
- MassiveVoices, Berlin · Casting
Serviceplan
- Alex Schill · Global Chief Creative Officer, Serviceplan Group
- Matthias Harbeck · Chief Creative Officer Germany, Serviceplan Group
- Franz Röppischer · Executive Creative Director
- Lorenz Langgartner · Executive Creative Director
- Naho Manabe · Creative Director
- Dennis Fritz · Creative Director Video
- Eduardo Álvarez Lucas · Art Director
- Saurabh Kakade · Creative
- Rohil Borole · Art Director
- Kai West Schlosser · Art Director
- Shruthi Subramanian · Copywriter
- Taro Taniwaki · Copywriter
- Sandra Valencia · Copywriter
- Julia Nicolaisen · Head of Sustainability Management, Serviceplan Group
- Birgit Koch · Head of Corporate Communications
- Lee Sharrock · International Communications Officer
- Tanvi Phalak · Creative Intern
- Mirjam Olga Strzata · Creative Intern
- Anastasiia Cherniavska · Creative Intern
- Changkyu Ku · Creative Intern
- Reinier Wortman · Creative Intern
- Lorenzo Colnaghi · Creative Intern
- Silvia Raquel Vega Bellido · Creative Intern
- Camille Nizet · Creative Intern
- Yago Guimaraes · Creative Intern
- John Gergen · Creative Intern
- Sanjeeta Saha · Creative Intern
AROYA / METER Group
- Christian Hertel · Vice President of Marketing
- John Gorman · Head of Content
- Ross Dallaire · Director of Marketing
Gaby Inc
- Charlie Rohlfs · Senior Communications Manager
- William Kanistras · Director of Production Operations
Moby Digg
- Maximilian Heitsch · CCO
- Marco Kawan · Creative Director
- Robin Körner · Art Director
- Benjamin Taschner · Designer
- Lea Vornholt · Designer
- Rebecca Burkhardt · Designer
- Jonas Rosenwirth · Designer
- Ludovico Fantoni · Designer
- Lisa Düspohl · Creative Intern
- Sophie Juch · Social Media Manager
Other studios
- Daniel Kuhnlein · Creative Code, Web Development (STD.DEV)
- Michael Clasen · Art Director (kimera)
- Frank Gräfe · Illustrator (Eat, Sleep + Design)
- Till Schermer · Illustrator (Eat, Sleep + Design)
- Imad El Rayess · Creative Producer (Salty Fruits)
- Hussein El Rayess · Creative Producer (Aldesign)
- Alaa El Rayess · Creative Producer (Aldesign)
- Kevin Riedl · Creative Producer (OFF Films)
- Lucas Bergmüller · Director of Photography (OFF Films)
- Ewelina Bialoszewska · Photography (OFF Films)
- Justyna Dembowski · Prop Stylist (OFF Films)
- Marius Visean · Set Designer (OFF Films)
- Lisa Früchtl · Photography assistance (OFF Films)
- Gordian Gleiß · Managing Partner (86Tales UG)
- J.P. Escobar · Account Director (DiGennaro Communications)
Freelance
- Björn Neugebauer · Copywriter
- Yamen Ibrahim · Art Director
- Ashwin Suresh · Product Designer
- Fabio Ziplies · CGI Artist
- Federico Leggio · Motion Designer
- Tom Kubik · Director / Cinematographer
- Felix Tonnat · Camera Operator
- Reuben Colazo · Sound Mixer
- Quentin Lichtblau · Writer
- Emma Stammen · Researcher