The Revolution is Growing: CANNA UK

Our starting point was simple: how could we indirectly tap into the energy of the annual 20th of April celebrations in Hyde Park? It’s an unofficial gathering of thousands rallying against criminalisation - a highly relevant audience of potential end-users.

We developed a concept based on approachable, thought-provoking slogans - designed not to push products, but to plant the seed (literally) of self-sufficiency. The goal was to spark curiosity about growing their own, rather than making a hard sell.

The overarching slogan: The Revolution is Growing.

The Slogans

We landed on five punchy, resonant lines:

• Why Buy it? Grow it!
• Home Grown Hits Different.
• Grow Big, Grow Home.
• Home Sweet Home Grown.
• Save P's, Grow Trees. (P’s = money, in UK slang)

Each had its own visual identity, paired with the campaign tagline and a consistent call to action:

Grow like the professionals at home. It's time to take the power back!

Execution: Hyde Park Corner Station Takeover

We zeroed in on Hyde Park Corner station - a busy location on any day, but a vital entry point to the park on April 20th. We dominated the space with CANNA branding: 6ft illuminated panels, escalator posters, and two full-size billboards.

The billboards had a more conceptual edge. I wanted to merge our products with the slogan artworks - visually extending the posters into an alternate world, a full-blown growing revolution erupting in an urban jungle. Lush foliage, concrete walls, and CANNA everywhere.

Team Activation & Social Content

We followed up with a team day in London to capture the moment. The crew, all in CANNA garms, filmed around the station and Hyde Park itself. The idea? A CANNA "takeover" of the space.

I wrote a short poem, narrated it in the deepest baritone I could manage, and we paired that with the footage to create a video. We released it across our socials on April 20th to coincide with the live event. The video turned out to be one of our best-performing pieces to date, engagement-wise.

Extending the Campaign

To keep the momentum going, we produced sticker sheets featuring our slogans. These will be handed out at events and open days - and offered free (via a online form) to anyone wanting to “grow the revolution” themselves.

Reflections & Impact

This campaign was very much top-of-funnel - so while it’s hard to quantify direct results, the goal was awareness, not conversion. For those already familiar with CANNA, seeing us in such a bold, public setting (whilst also visiting the 20th April celebrations) hopefully reinforced the brand - within the wider culture - in a powerful way.