AROYA / United States / 2022Design & Packaging · Creative Commerce
Freedom Grams.
Packaging connected a criminal-justice fundraising initiative with individual stories of cannabis-related incarceration.
- Brand
- AROYA
- Agency
- Serviceplan
- Market
- United States
- Region
- Global
- Year
- 2022
The challenge
AROYA and its partners wanted to draw attention to people still imprisoned for cannabis possession as legal markets expanded.
The idea
Each pack used a weight associated with an imprisoned person’s case and told that person’s story. Proceeds supported the Last Prisoner Project’s legal work, while an open brand system allowed participating businesses to join the initiative.
Case study source: House of Communication Source ↗
Awards
- Clio Awards 2023Clio Awards / Creative Use of Data / Creativity/StorytellingBronze
- Clio Awards 2023Clio Awards / Design / PackagingBronze
- Clio Awards 2023Clio Awards / Creative Commerce / Cultural ExperiencesGold
- Clio Awards 2023Clio Awards / Design / Direct MarketingGold
- Clio Awards 2023Clio Awards / Direct / Use of ProductSilver
- Cresta Awards 2023Creative Technology – Creative Use of DataGold
- Cresta Awards 2023Digital Design – Data VisualisationGold
- Cresta Awards 2023Digital Craft – TypographySilver
- Clio Awards 2023Clio Health / Design / Brand & Corporate Identity: NewGold
- Clio Awards 2023Clio Health / Design / PackagingGrand Clio
- Cannes Lions 2022Design – E04 HEALTHCAREBronze
- Clio Awards 2022Clio Cannabis / Social GoodGrand Clio
Credits
- Brand
- AROYA
- Nonprofit Partner
- Last Prisoner Project
- Distribution Partner
- GABY Inc.
- Design Studio
- Moby Digg
- Type Design
- Michael Clasen
- Creative Coding
- Daniel Kuhnlein
