Freedom Grams - "Freedom Grams (Board)" by PHNX Awards 2023
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| Titre | Freedom Grams (Board) |
| Agence | Serviceplan Germany |
| Campagne | Freedom Grams |
| Annonceur | AROYA x GABY Inc. x Last Prisoner Project |
| Marque | Freedom Grams |
| Date de première diffusion/publication | 2022 / 4 |
| Produit | AROYA cannabis production platform |
| Secteur d'activité | Autres |
| Synopsis | Cannabis has been widely legalized in the U.S. While most people in the U.S. enjoy the benefits of cannabis legalization, 40,000 are still in prison for it, forgotten by the public. How can we get those who enjoy cannabis freely to fight for those who lost their freedom for it? Freedom Grams. A cannabis brand that makes consumers aware that others are still in prison for amounts they can legally buy today. All proceeds fund legal action to get them out. The design system is based on prison bars from which generative typography breaks free, symbolizing the project’s theme of liberation. The custom variable type has two fonts: extended and condensed. Each character was constructed from two perspectives: from inside the grid and outside to show the contradiction between the treatment of consumers and those in prison. The monogram of the brand represents the odd amounts (in grams) of cannabis, precise up to one decimal point. The branded matchbook is relief printed and attached to each package, reminding consumers that they can ignite change. The label generator tool allows even non-designers to generate the custom type and create Freedom Grams labels easily. From the packaging, the stories unfold through AR and on a website, with all cases and ways to act: like signing petitions, contacting senators, and joining local groups. The editorial section on the website guides the user with data and evocative photography on cannabis consumption and prisons in the U.S. Anyone can submit more cases to feature, and anyone from the cannabis industry can use the labels on their products to join the initiative. Founded by members of the cannabis industry AROYA and GABY Inc. along with nonprofit Last Prisoner Project, Freedom Grams is a platform for the industry and its consumers, giving them the chance to use their own freedom to free others. Launched on 4/20 2022 through Mankind California, the first batch sold out right away. With new partners joining from other states, the initiative just keeps growing. In October 2022, President Biden issued a pardon for federal cannabis prisoners. While this is a first step in the right direction, the initiative continues to fight for the prisoners who come under the jurisdiction of different states. |
| Type de média | Etude de cas |
| SERVICEPLAN GROUP | Alex Schill, Global Chief Creative Officer |
| SERVICEPLAN GERMANY | Shruthi Subramanian, Copywriter |
| SERVICEPLAN GERMANY | Rohil Borole, Art Director |
| SERVICEPLAN GERMANY | Kai West Schlosser, Art Director |
| SERVICEPLAN GERMANY | Sandra Valencia, Copywriter |
| SERVICEPLAN GERMANY | Tanvi Phalak, Creative Intern |
| SERVICEPLAN GERMANY | Camille Nizet, Creative Intern |
| SERVICEPLAN GERMANY | Sanjeeta Saha, Creative Intern |
| SERVICEPLAN GERMANY | Franz Röppischer, Executive Creative Director |
| SERVICEPLAN GERMANY | Lorenz Langgartner, Executive Creative Director |
| SERVICEPLAN GERMANY | Dennis Fritz, Director&Motion Designer |
| SERVICEPLAN GERMANY | Eduardo Álvarez Lucas, Art Director |
| SERVICEPLAN GERMANY | Saurabh Kakade, Creative |
| SERVICEPLAN GERMANY | Naho Manabe, Creative Director |
| SERVICEPLAN GERMANY | Taro Taniwaki, Copywriter |
| SERVICEPLAN GROUP | Julia Nicolaisen, Head of Sustainability Management |
| Freelance | Björn Neugebauer, Copywriter |
| STD.DEV | Daniel Kuhnlein, Creative Code, Web Development |
| Inc. USA | Christian Hertel, Vice President of Marketing, AROYA / METER Group |
| Inc. USA | John Gorman, Head of Content, AROYA / METER Group |
| Inc. USA | Ross Dallaire , Director of Marketing, AROYA / METER Group |
| Gaby Inc. | Charlie Rohlfs, Senior Communications Manager |
| Gaby Inc. | William Kanistras, Director of Production Operations |
| kimera | Michael Clasen, Art Director |
| Freelance | Yamen Ibrahim, Art Director |
| Moby Digg | Maximilian Heitsch, CCO |
| Moby Digg | Marco Kawan, Creative Director |
| Moby Digg | Robin Körner, Art Director |
| Moby Digg | Benjamin Taschner, Designer |
| Moby Digg | Lea Vornholt, Designer |
| Moby Digg | Rebecca Burkhardt, Designer |
| Moby Digg | Jonas Rosenwirth, Designer |
| Moby Digg | Ludovico Fantoni, Designer |
| Moby Digg | Lisa Düspohl, Creative Intern |
| Moby Digg | Sophie Juch, Social Media Manager |
| Sleep + Design | Frank Gräfe, Illustrator, Eat |
| Sleep + Design | Till Schermer, Illustrator, Eat |
| Salty Fruits | Imad El Rayess, Creative Producer |
| Aldesign | Hussein El Rayess, Creative Producer |
| Aldesign | Alaa El Rayess, Creative Producer |
| Freelance | Ashwin Suresh, Product Designer |
| Freelance | Fabio Ziplies, CGI Artist |
| OFF Films | Kevin Riedl, Creative Producer |
| OFF Films | Lucas Bergmüller, Director of Photography |
| OFF Films | Ewelina Bialoszewska, Photography |
| OFF Films | Justyna Dembowski, Prop Stylist |
| OFF Films | Marius Visean, Set Designer |
| OFF Films | Lisa Früchtl, Assistant Photography |
| Freelance | Federico Leggio, Motion Designer |
| Freelance | Tom Kubik, Director/Cinematographer |
| Freelance | Felix Tonnat, Camera Operator |
| 86Tales | Gordian Gleiß, Managing Partner |
| Freelance | Reuben Colazo, Sound Mixer |
| SERVICEPLAN GERMANY | Mirjam Olga Strzata, Creative Intern |
| SERVICEPLAN GERMANY | Anastasiia Cherniavska, Creative Intern |
| SERVICEPLAN GERMANY | Changkyu Ku, Creative Intern |
| SERVICEPLAN GERMANY | Reinier Wortman, Creative Intern |
| SERVICEPLAN GERMANY | Lorenzo Colnaghi, Creative Intern |
| SERVICEPLAN GERMANY | Silvia Raquel Vega Bellido, Creative Intern |
| SERVICEPLAN GERMANY | Yago Guimaraes, Creative Intern |
| SERVICEPLAN GERMANY | John Gergen, Creative Intern |
| Freelance | Quentin Lichtblau, Writer |
| Freelance | Emma Stammen, Researcher |
| DiGennaro Communications | J.P. Escobar, Account Director |
| SERVICEPLAN GROUP | Birgit Koch, Head of Corporate Communications Serviceplan Agencies |
| SERVICEPLAN GROUP | Lee Sharrock, International Communications Officer |