The(BEEMINE)Lab is the only Spanish laboratory specialised in developing cannabis products under the highest quality and sustainability standards. In April 2023, I was approached by the brand to come up with an OOH campaign to help position them as a trusted voice in the smartcare sector.

We decided to tackle the huge amount of misinformation that plagues the universe surrounding CBD products in a way that would resonate with our community: Shining a light on our own biases. The campaign features a sarcastic and satirical tone and relies on double meanings and the use of asterisks, a direct reference to Spain’s confusing regulation (or lack thereof) on the matter.