The Most Boring Man in the World Might Help You Sleep, But So Could Cannabis Products

Emerald Health Naturals has launched its brand in the Canadian marketplace with the introduction of a creative campaign developed and executed by DDB Canada Vancouver. A subsidiary of Emerald Health Therapeutics, the brand is a global leader in the research and development of plant-based phytocannabinoids and its benefit to human health and wellness.

 

The campaign plays up the brand’s focus on natural health and wellness by addressing some of the basic “need” states of the human body – sleep, pain, calm and showing how a strong, well-supported endocannabinoid system, responsible for promoting overall health and wellness, can play an integral role in improved physical health and therapeutic wellness. Building on the knowledge that many Canadians are often challenged by one or more of these “need” states, the campaign employs unique creative executions to highlight the ways consumers can lessen their suffering and support better overall health.

 

“Not only do we want Canadians to understand what optimal health looks like, we also want to show them how our sector can positively impact their lives,” says Paul Dillman, executive VP global sales & marketing, Emerald Health Naturals. “We’re proud of the work that we have created via our collaboration with DDB, and this campaign that communicates how our brand relates back to these key human needs.”

 

The campaign is running in key markets across Canada and includes OOH, transit, digital, social media and a dedicated website that aims to educate and empower Canadians about the natural health options available.

 

For example, to reinforce the connection with people having issues with sleeping, the recently unveiled time-gated website https://slumbr.ca is only accessible between midnight and 6:00 am, offering curated content to those having trouble sleeping. For pain alleviation, campaign elements include billboards and posters strategically placed in unexpected locations, such as bus ceilings, reminding Canadians that looking up or bending down shouldn’t be painful. To connect those searching for calm, otherwise cluttered transit station space has been replaced with simple white posters.

 

All elements of the campaign drive traffic to https://endohelp.ca – offering more information on the human endocannabinoid system and how it can impact sleep, calm and pain management.

 

“While we’ve been laser-focused preparing for cannabis legalisation with Emerald Health, with this launch we were challenged to come up with a simple, yet creative campaign to define the nuance behind Emerald Health Naturals,” says Dean Lee, executive creative director, DDB Canada Vancouver. “Our campaign needed to make complex science accessible so that the public could understand how the brand can help people live better lives.”