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Trust The Earth

THE TRUST THE EARTH MOVEMENT Our brand and creative strategy to differentiate Charlotte’s Web in the very crowded and commoditized category of CBD, was to lean into our mission. Charlotte’s Web started out as a mission before it was a company, a mission to create access to the powers of hemp for those who depend on it for a better quality of life. This campaign aims to continue that mission, by changing the perception of what the hemp plant is and the good it can do for the those on this earth. It’s meant to spark a conversation around hemp as an option for health, and empower people to educate themselves about this natural “alternative,” while championing the right to choose quality options for their wellness. To help people understand the importance of access, we created a 3,049,200 square feet or 76-acre sized art installation that celebrates all of those on earth who’ve benefited from hemp in their daily health. it symbolized Charlotte’s Web on-going fight and mission to democratize access to hemp CBD. A mission that started years ago by a family, The Stanley Brothers, for a family to help a little girl named Charlotte Figi. With so many people thinking hemp CBD is a fad, or just for the “crunchy hippies,” we wanted to shine a light on how access greatly improves the quality of life for all walks of life. From children, like Charlotte, veterans and even the conservative soccer moms. To bring this mission to life, we collaborated with world renowned street artist Shepard Fairey and his design Studio Number One.

Project Roles
Creative Director
Brand Strategy, Creative Direction