4.20 Meets 10.17 in New Spot Celebrating Canada’s Legalization of Recreational Cannabis


By The Denver Egotist / /

While 4.20 is internationally recognized as “Weed Day,” Canadian cannabis brand Tokyo Smoke is celebrating the October 17 legalization of recreational cannabis in Canada with the launch of the awareness campaign “Ten Seventeen.” 

The centerpiece of the campaign is a 60-second video developed by Toronto-based Common Good with assistance from Tokyo Smoke’s in-house creative team. The vibrant, occasionally surreal video is comprised of more than 35 quick-cut vignettes depicting the various ways Canadians can celebrate the October 17 legalization of recreational cannabis, giving them their own annual day and time of celebration, October 17 or at 10:17 every day.

The video encourages Canadians to think about how they can make the most of 10.17, either by maximizing 10-mins and 17-seconds of their day doing something they enjoy, or spending $10.17 on something special.


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