New Standard X Wana Halloween 2024 Collaboration
Creative Direction & Campaign Design
For Halloween 2024, New Standard Cannabis partnered with Wana and several leading cannabis brands to launch "Night of the Living Gummies", a fully immersive, haunted tiki horror campaign. This concept combined retro creature-feature aesthetics with the nostalgic ambiance of a haunted tiki bar, bringing together horror fans and cannabis enthusiasts for an unforgettable seasonal activation.
Each participating brand was brought to life as its own monster mascot, reinforcing its identity in a fun, eerie, and collectible way. This campaign went beyond just packaging—it was a full-scale brand integration designed to create an immersive, story-driven Halloween experience.
Key Creative Contributions:
Branded Monster Mascots: Each cannabis partner received a custom-illustrated creature, fusing tiki bar folklore with classic horror tropes. Every monster embodied the spirit of its brand, ensuring strong recognition across merchandise, packaging, and in-store displays:
Wana – "The Gummy Ghoul": A zombified, Gummy
Mary’s Medicinals – "The Seer": A mystical, floating crystal ball monster with a third-eye vision, symbolizing insight and wellness.
Dixie – "The Kraken Kush": A grinning, many-limbed octo-monster with hypnotic eyes, representing the brand’s bold flavors and high-potency offerings.
Lost Farm – "The Creeping Vine": A monstrous, carnivorous plant with psychedelic colors, showcasing the brand’s exotic live resin-infused edibles.
Element – "The Fire Jester": A chaotic, grinning ghost clown with a melting skull, embodying the intensity of Element’s extracts.
Beaverton Farms– "The Dogman of Michigan": A werewolf-like creature.....
Collectible "Haunted Box of Doom Highs" Tin: A custom-designed, retro lunchbox with neon tiki horror typography, glow-in-the-dark details, and scratch-and-sniff elements.
In-Store & Digital Activation:
A multi-channel campaign that extended across:
Retail displays & interactive packaging with AR elements.
Social media storytelling, where each monster had their own backstory.
Exclusive merchandise drops, including t-shirts, stickers, and limited-edition collectibles.
Outcome
The Haunted Highs Box of Highs product bundle was a spooky hit with Shoppers generate $34,500 in sales revenue at a $69/unit retail price and selling out in record time!
Budtenders were dripped out in exclusive co-brand swag pulling the campaign to the sales floor giving our partners, and our bundle, recognition at the point of sale.
Character GIFs shared across social channels generated buzz online giving brands and Shoppers something to engage with creating valuable digital awareness.
Hot Box Bundle - 2023 - Photo Credit - Jessica Marsh
