Green Monke Hemp branding, market strategy and launch campaign

Green Monke Hemp made its North American debut in the midst of the pandemic lockdown. We were brought in to work on overall branding, brand strategy, and the launch campaign’s strategy, creative, and execution.

We developed the tone of voice, visual aesthetic, and core branding pillars. From there, visual assets were created, envisioning a digital avatar world in which “Everybody” encompassed all species and life forms. Everyday moments of gathering became surreal metaverse snapshots, emphasizing togetherness, acceptance, and chill, with a bit of humor to combat the isolation and fear of the pandemic lockdown.

Short videos were made, animating each scene and incorporating sound design and voiceovers with witty, dry humor. Green Monke Hemp came to life. The creative and strategy targeting Gen Z was based on a modern take on the theories of speciesism and alienism, which Gen Z is more eager to adopt.