In Chile, the Ad agencies are gunning for the cannabis crowd. Base1 advertising wanted to associate “Cañamo” magazine with the pleasures of smoking marijuana, and putting their logo on a matchbox just wasn’t good enough. So they turned the matchbox into a stealth pipe.

Brief:

Canamo, being a magazine and not marijuana, is not be present during the consumption of cannabis, which leads to a significant loss of the key moments where the brand’s presence should generate a strong emotional relation and experience with the connoisseurs of the cannabis culture; thus incrementing the magazine’s subscriptions.

Idea:

Take over the very famous insight in this circle that are the matchboxes that transform into pipes by making a hole in them. For this purpose, we already designed a matchbox that counts with a hole already made, and an attractive and modern design for the object audience.

They will distribute these matchboxes in places where the object audience gathers: surf, rock, skate and cigarettes shops and concerts.

Agency: Base1, Chile.
Creative Director: Alejandro “Lato” La Torre / Hugo López
Art director: Carlos Saavedra
Copywriter: Alejandro “Lato” La Torre