Manitoba cannabis education + anti-design


Manitoba Liquor, Gaming and Cannabis Authority
Winnipeg, Manitoba


The Liquor Gaming and Cannabis Authority of Manitoba (LGCA) initiated a campaign within their Know My Limits sub-brand to promote cannabis harm reduction during the holidays, when increased consumption can often lead to clouded judgement, especially for new or infrequent users. Ion identified younger audiences as a target, who they’d missed in past campaigns. Our target was specifically18-25 year olds, who are statistically the most likely to try weed based products for the first time.

Designed Anti-Design

Built with a social media first approach

Using an anti-design approach, the campaign intentionally breaks the rules to authentically position it within the social realm. Digital stickers, highlighted text and a funky warped background, give it a peer-to-peer aesthetic that feels almost like it were created within Instagram, which helps it feel less authoritative. Cannabis and holiday themed stickers enhance the key messages to create a bold and memorable campaign that is fun, relaxed and geared towards youth on social media.

LGCA Cannabis Education Poster
LGCA Cannabis Education Poster
LGCA Cannabis Education Poster
LGCA Cannabis Education Gift Wrap & Stickers