Delivering cannabis, delivering smiles.
The concept behind the Delivering Smiles campaign is to show classic, solemn looking artwork that acknowledges the difficult situations that the painters or subjects were facing in their time and in turn, acknowledging the serious state of current events in our modern world.
However, as you listen to the voiceover in the Delivering Smiles video, you will notice a quick shift to a more encouraging tone as the people in the classic artwork come to life and smile.
The artist behind the famous painting, The Scream, is Edvard Munch. Munch’s artistic style is said to be an expression of his troubled inner world as he experienced loss and hardships in his life. The Scream represents an important shift in Western culture’s history around the turn of the 20th century. It was a time when people’s habits, customs and beliefs shifted significantly from that of the 19th century into a modern world. The Scream defines how Munch saw his own era, a time fraught with anxiety and uncertainty.
Vincent Van Gogh’s work is known for its somber tones and sharp colors. Van Gogh himself is also infamously known as the artist who cut off a portion of his ear lobe in a fight with fellow artist, Paul Gauguin. During his time as an artist, Van Gogh was relatively unknown, however, his work has left a lasting impact on the modern world of art. When describing his artwork, it is said that Van Gogh “was completely absorbed in the effort to explain either his struggle against madness or his comprehension of the spiritual essence of man and nature.”
With this campaign, we wanted to show these and other classic works of art transform from its original solemn facade, which is a metaphor for what’s happening in current culture now, into something that is more convivial and spirit lifting. It aims to show that sometimes all we need is a shift in perspective in order to see that there is hope, and that together we share similar feelings about challenging situations that life presents. One of the most intriguing things about cannabis is the way it manages to challenge preconceived notions, encouraging people to engage in thoughtful analysis of an ever-changing world.
Cannabis, for all its curative and positive potential, is too often characterized as part of society’s counterculture. We want to challenge that presumption.
Cannabis helps millions of Americans lead happier, healthier, and more productive lives. Teachers, doctors, lawyers, engineers, artists, mothers, grandfathers, patients, and yes, even man’s best friend, are leading better lives by using cannabis responsibly.
We believe that with proper education and respect, cannabis can serve its positive and productive purpose: to improve everyday lives.