Curaleaf’s cannabis lifestyle brand, Select, has unleashed a groundbreaking rebranding campaign titled “Get Up Here,” featuring an anthemic brand film that promises to redefine cannabis culture. Crafted in collaboration with the versatile creative studio LOS YORK, this 360-degree campaign presents a dynamic, diverse, and refreshing perspective on cannabis, encapsulated by the rallying cry to “Get Up Here.”
The campaign is not just a visual spectacle; it’s a cultural shift, an invitation to embrace a cannabis experience that resonates with a new generation. Departing from the stereotypical, laid-back cannabis imagery, “Get Up Here” exudes vibrance and a sense of socialization. Scott Hidinger, Executive Creative Director of LOS YORK, emphasizes the commitment to challenging the conventional cannabis paradigm from the campaign’s inception.
Premiering at the star-studded “Best Night of Your Life” event at The Greek Theater in Los Angeles, the film has quickly gained momentum, captivating audiences in dispensaries, social media, and select media channels. This national rebrand of Select aligns seamlessly with the recent introduction of Select Briq, a proprietary vape designed to reimagine the cannabis experience for everyday consumers.
The “Get Up Here” campaign doesn’t stop at film; it extends its reach across various mediums, including Out-of-Home (OOH), digital platforms, and print executions. The updated brand identity is a testament to Select’s commitment to offering a cannabis lifestyle that reflects the vibrancy and diversity of its consumers.
The rebranding initiative coincides with the expansion of Select’s X Bites edibles line, introducing Live Rosin X Bites and High Dose X Bites. These products are infused with Select’s award-winning cannabis oil and proprietary encapsulation technology, marking a strategic move to cater to evolving consumer preferences.
Curaleaf’s Select, in collaboration with LOS YORK, has successfully crafted a campaign that transcends the boundaries of traditional cannabis marketing. “Get Up Here” is more than an invitation; it’s a declaration—a declaration of a spirited and inclusive cannabis culture that echoes the aspirations and lifestyle of a new era.
As the “Get Up Here” campaign takes center stage, it stands as a testament to Curaleaf’s innovative approach in shaping the narrative of cannabis, inviting enthusiasts to embrace a new, vibrant era in the world of cannabis consumption.
