Summer Of Chill

The Gig

San Rafael used “Summer of CHILL” as a public facing initiative to circumvent strict rules around cannabis marketing that came into effect in 2018. Working with a larger IMC (Integrated Marketing Communications) team, FRC executed the XM component of the campaign partnering with music festivals across Canada and activating Safe Cannabis Consumptions zones with our fleet of retro vehicles including a custom 40’ CHILL bus (which functioned as a mobile age-gated area) and two branded 1970’s VW Westfalia vans. Fans received chill branded swag and a unique brand experience that truly embodied the Spirit of the 70’s.

The Goods

Program Ideation

Activation Production

Contract Negotiation

Staffing