Jay Z launched a cannabis line, monogramin 2020. On this occasion, the brand, owned by TPCO Holding Corp GRAMFintroduced a nationwide awareness campaign that draws attention to the arbitrary boundaries between state lines that still define who can benefit from cannabis, whether through entrepreneurship or the positive effects of its use.
Timed to coincide with the 50thth anniversary of Narcotics Act of 1970, which classified cannabis as a Schedule I drug, the campaign involved parking LED and mobile billboard trucks across the most contrasting legal/illegal boundaries of cannabis legislation in the country:
- Oregon/Idaho
- Colorado / Wyoming
- Colorado / Kansas
- Illinois/Wisconsin
- Nevada/Idaho
- WASHINGTON/IDAHO
- Michigan/Wisconsin
“For so long, cannabis culture has been marred by the effects of the Controlled Substances Act and stigmatized by political agendas,” says real name Jay-Z Shawn Carter, said Benzinga. “While there have been advances, in launching MONOGRAM we felt it imperative to demonstrate the arbitrary boundaries that still define who can benefit from cannabis, whether through business or the positive effects of their consumption.”
The trucks will be stationed at each of these state borders for the next two weeks leading up to the election.
“MONOGRAM” is the fledgling brand born of the famed entrepreneur’s partnership with Caliva, one of the largest vertically integrated cannabis companies in the US, with whom Carter joined as Chief Brand Strategist in July 2019.
First release: 2020
