Royal Queen Seeds
Social Media · BTL · Paid Ads
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​After a visit to the agency Morillaz in Barcelona and a deep dive into their latest projects, I came across an incredible branding that really caught my attention. Here’s the link to their work... Truly impressive!
This idea was inspired by the Netflix show Cooked and a close friend who suffered a pulmonary embolism. I also wanted to include athletes, and why not — simply people who don't enjoy the act of smoking.
That’s where the concept “Food Will Save Us” was born.
The Concept
Food is the fuel of our body — the essential base of our existence.
If we don’t eat, we don’t live.
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Starting from the premise that smoking kills, the idea emerges: Eat will saves us.
A simple but powerful contrast between smoking (harmful) and eating (essential).
The Idea
To address the issue of cannabis consumption through combustion, proposing a healthier alternative:
edible consumption.
The campaign aims to promote a more conscious and responsible cannabis culture, suggesting that eating cannabis is a safer and more respectful option for the body — especially for the lungs.
Key fact: Producing 1 gram of cannabis oil requires around 7 grams of dried flower.
Through edible intake, average individual consumption increases — without introducing major health risks.
More consumption = more production.
Objective
Connect with the cannabis audience through food. The vast majority of cannabis users have a direct connection with gastronomy, so tapping into that space is an effective and emotionally resonant path.
The campaign seeks to:
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Increase traffic to the website
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Boost organic reach
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Lower conversion costs
At the same time, it aims to reinforce the brand’s positioning with a creative narrative that complements the new identity campaign and emotional connection with Royal Queen Seeds.
