Cannabis use is not exactly associated with the crack of dawn go-getters, but Lune Rise Farms is using the universally recognized date of April 20, or 4/20, to shine a light on those in the industry that work hard and outside of conventional hours.

“Our Celebrate 4:20am initiative is all about honouring the cannabis passion that’s unseen. We’re the farmers, the shelf stockers, through-the-night shippers and dead-of-night innovators whose dedication makes others’ 4/20 great,” says Marty Johnston, who co-founded craft producer Lune Rise Farms in Teeswater, Ontario with his brother, Chris.

“Now with legalization in Canada and many U.S. states, 4/20 seemed like a great opportunity to support all the good things happening in legal [cannabis],” co-founder Chris Johnston says.

Scott Shymko, creative director for agency partner Cleansheet Communications, which also does work for the Ontario Cannabis Store, tells strategy it took an advocacy angle with the campaign, and saw an opportunity to celebrate the hard work that made legalization possible and the passion involved.

“Lune Rise was happy to set that example by putting themselves forward,” he says. “They are farmers, after all, and have responsibilities that carry through all hours of the day.”

Shymko explains that the brand has largely promoted itself with YouTube and Instagram but that this is the first push into something bigger and more structured.

It has been a challenging environment for licensed producers and retailers, thanks to stringent marketing regulations, Shymko says.

The age-gated, “Celebrate 420am” campaign features an online video showcasing real producers, shippers, innovators and store owners carrying out tasks that can go late into the night or start early in the morning. Other campaign components include social media, in-store posters, finishing with a special livestream event hosted by Lune Rise Farms, airing at 4:20 a.m. on 4/20.

There’s even a direct mail promo (pictured) with an alarm clock pre-set for 4:10 am, inviting select industry professionals and celebrity cannabis influencers to join the event.

Media production is by Bestlight Media.