‘Ignited Kingdom’ Campaign from Five by Five Marks UK’s First Major CBD Push for US Cannabis Brand

Running across print, out-of-home, digital out-of-home and digital display, creative executions included a woman shining in a silver outfit on a cramped tube platform, looking vibrant compared to the zombie-esque commuters flanking her. In another, the same woman sparkles amidst a crowded city streetscape. 

The campaign generated an uplift of 11% in brand awareness within the first two weeks of launch. 

CBD is a non-psychoactive component of cannabis, believed by its advocates to offer effects such as improved mood and concentration. CBD products contain little or no THC, the chemical compound that creates the high delivered by cannabis.