Challenge:
Redecan needed to distinguish itself in a crowded cannabis market by creating a memorable 4/20 experience that celebrated cannabis culture while deepening the brand’s connection with both loyal and new consumers. The brand challenged us to help solidify its leadership in the space and create an event that felt culturally relevant, immersive, and shareable.
Strategy:
We developed a 4/20 concert that brought music, cannabis, and community together. By partnering with Don Toliver, Redecan positioned itself at the center of the experience, offering fans an intimate, immersive event that combined live performances, interactive activations, and craveworthy food experiences. The event was designed to celebrate cannabis culture while giving Redecan full ownership from start to finish, strengthened by pre- and post-event amplification and PR coverage to ensure the brand remained top of mind.
