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Outdoor
OCS (Ontario Cannabis Store): Buzzkill Activation
To celebrate the sixth anniversary of cannabis legalization in Canada, the Ontario Cannabis Store (OCS) and Alcohol and Gaming Commission of Ontario (AGCO) are unveiling "Buzzkill," a pop-up experience that mimics an illegal dispensary. Instead of selling cannabis, “Buzzkill” delivers critical consumer education through a first-of-its-kind awareness campaign for the public cannabis sector. Part of a larger province-wide digital campaign, the “Buzzkill” pop-up highlights the dangers of illegal cannabis and underscores the benefits of choosing tested, regulated options from Ontario’s legal market. The bold initiative marks a new educational approach for a government-owned corporation like the OCS and AGCO. While past “Buy Legal” campaigns have focused on digital and in-store outreach, “Buzzkill” is the first time the OCS is engaging directly with cannabis consumers at the street level. Created in partnership with Toronto creative agency LG2, “Buzzkill” is designed to highlight the unknown risks facing consumers who choose unregulated illegal cannabis and provides subtle hints reveal it is not an authorized cannabis retailer. Visitors can “shop” “Buzzkill”-branded educational products packaged with information on the health risks of illegal cannabis.
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