Overview

When cannabis was legalized in New York, Wilnocon — makers of smell-proof, lockable bags — wanted to step into the conversation with purpose. We built the Stash Responsibly Campaign, designed to educate the public on safe storage while building brand awareness.

Challenge

Cannabis legalization created excitement, but also concern: how do we show that keeping products safe, secure, and away from kids matters just as much as enjoying them?

Wilnocon needed a campaign that was bold enough to break through the noise of legalization coverage, while also delivering a serious message about responsibility.

Strategy

We created a campaign that mixed street-level activation, digital presence, and social amplification:

Times Square Activation — We set up an experiment with gummies in a Wilnocon bag. Both were non-THC, but passersby couldn’t tell the difference. The point was simple: if adults can’t tell, how can children? — driving home the need to stash responsibly.

Giveaway Cards & Swag — We handed out branded cards to spread the message and give people a tangible reminder.

Microsite — We reskinned Wilnocon’s website for the campaign, making it clear, bold, and aligned with the brand’s mission.

Social Ads & Content — We extended the message online with paid and organic content to reach beyond the streets of New York.

Results

High-impact awareness: Times Square activation captured attention in one of the busiest places on earth.

Cultural relevance: Tied directly to New York’s cannabis legalization moment, making the message timely and shareable.

Brand credibility: Wilnocon positioned itself as more than just a bag — but as a brand built on responsibility.