Consequence Strains

//  11.27.17


“Consequence Strains,” three new cannabis strains that expose the consequences of driving high.

The cannabis information resource lists 779 known marijuana strains, yet whimsical names like Laughing Grass and Candy Cane Brain fail to convey the potentially life-changing consequences of smoking and driving.

High driving is on the rise in Canada. Nearly 500,000 Canadians have admitted to driving after using marijuana in the past year, and these numbers are expected to increase substantially when recreational marijuana becomes legal in 2018.

BBDO Toronto and R.I.D.E. CHECKS have collaborated with Beleave, a licensed producer of medical cannabis, to create three new cannabis strains to expose the consequences of driving high.

The three new “Consequence Strains” – Kourtoom Kush, White Whiplash and Slammer Time – are being introduced to the public through a new online documentary, influencer outreach and the R.I.D.E. CHECKS launch event at Humber College in Toronto on Nov. 29.

Each strain features a product description outlining the possible consequences of driving high and resolves with the line, “If you don’t want these consequences, don’t drive high.”

The “Consequence Strains”

A relative newcomer to the scene, Kourtoom Kush is an emotional joyride that doesn’t end well. This first-time offender conjures up feelings of regret, shame and guilt, the same emotions as someone who’s just been charged with impaired driving.

Slammer Time picks a potent punch, often inducing feelings of remorse, paranoia and isolation from the outside world. The same feelings as someone who’s been sentenced to life in prison for killing another driver or pedestrian.

White Whiplash starts mellow then hits you hard. This bitter bold bud has been known to strike the perfect balance of misery and devastation. A similar outcome to some suffering from the pain of an auto accident injury.

The associated materials drive to a dedicated website,, which outlines the consequences of being caught driving high – which range from a $1,000 minimum fine to an 18-month jail sentence for first-time offenders. The site also contains victim testimonials and statistics.

“The strains are a way to break through to our audience – young Canadians – because they don’t typically view driving high as a problem,” says Denise Rossetto, Chief Creative Officer, BBDO Toronto. “By creating this campaign we hope to educate and remind cannabis users that all strains of marijuana carry the dire consequences of driving high.”

Canada is set to become just the second country to legalize recreational marijuana use in July 2018, potentially leading to increased instances of users driving high. “We know that marijuana can lead to cognitive impairment, which is the reason we decided to team with R.I.D.E. CHECKS on this great anti high-driving campaign,” says Roger Ferreira, Beleave’s chief science officer.

Nearly 40% of the people who have admitted to high driving in the past year are between the ages of 15-24. In a recent focus group, young adults admitted to regularly smoking and driving, with some saying it’s not a problem and that it helps them focus.

Credits are at the bottom of this page.

About Beleave Inc. (CSE: BE)
Beleave Inc. is a biotech company and Beleave’s wholly-owned subsidiary Beleave Kannabis Corp. (formerly First Access Medical Inc.) is a licensed producer pursuant to the ACMPR. Beleave’s purpose-built facility is located near Hamilton, Ontario.

The holidays are a time for festive fun, family gatherings and good cheer. They are also a time to obey the laws by not driving impaired. For eight consecutive holiday seasons, R.I.D.E. CHECKS has helped promote safety on the roads through its rewards program. R.I.D.E. CHECKS supports the efforts of police services in the Greater Toronto and surrounding areas by allowing them to reward law abiding citizens stopped during R.I.D.E. roadside spot checks with a small token of their appreciation. The R.I.D.E. CHECKS rewards booklet delivers value-added coupons as well as important safety information and laws pertaining to driving impaired. This year, R.I.D.E. CHECKS will issue another holiday rewards booklet. Beginning November 20, 2017 through January 2018, R.I.D.E. CHECKS holiday rewards booklets will be distributed through police services throughout the GTA.


Project: Consequence Strains

Client: Beleave
Client: R.I.D.E. Checks

Creative Agency: BBDO Toronto
Chief Creative Officers: Denise Rossetto and Todd Mackie
Associate Creative Director (copywriter): Matt Hubbard
Associate Creative Director (Art Director): Mike Schonberger
Senior Designer: Mike Nugent
VP, Group Account Director: Rebecca Flaman
Account Director: Tania Montemarano
Account Supervisor: Deanna Tatham
Account Coordinator: Andrea Stranges
BBDO Project Managers: Jason Dick, Melissa Hadley
BBDO Developers: Alex Ghattas, Douglas Glover, Peter Etherington
BBDO QA: Della Lytle
BBDO Analytics: Arpan Rai
BBDO Community Manager: Scott Douglas

Production Company: Flare
Executive Producer/Director: Dave Lembke
Lead DoP: Stuart Cameron
Other DoP: Angel Navarro iii
Other DoP: Luke McCutheon
Sound: Burton Lavery

Post Production Credits
Offline: Rooster Post Production
Editor: Colin Murdock
Producer: Adam Veroni
Executive Producer: Melissa Kahn

Colour: Nice Shoes
Colourist: Roslyn DiSanto
Executive Producer: Kristen Van Fleet

Sound: Vapor RMW
Mix: Ted Rosnick
Producer: Kat Stewart

Online: Fort York VFX
Lead Flame Artist: James Marin