23andME
KNOW YOUR ROOTS
23andMe offers DNA testing, which we all know can help people learn more about their ancestry & health, but did you know it can also tell you what weed is best for you?
When news broke that McConaughey and Harrelson (everyone’s two favorite stoners) could be brothers, we thought this was the perfect opportunity to launch a new Cannabis + Ancestry DNA service by gifting it to them first - the perfect PR stunt.
Now they can find out the best weed for them and more importantly, if they are actually brothers!
The testing kits contain everything a normal 23andMe testing kit contains: saliva collection tube, funnel lid, tube top, bio-specimen bag, instruction booklet, and return shipping materials. However, to stay on the theme of cannabis, we made the saliva collection tube look like a mini bong.
We then launched ‘Know Your Roots’ so for a limited time people could order the same service we gifted McConaughey and Harrelson - ancestry breakdown + cannabis health report.
We also teamed up with different dispensaries in Canada and the U.S. so that we can actually create your perfect weed and send it back to you along with your report.
To further promote the ‘Know Your Roots’ service, we posted on social media and placed scannable ads in dispensaries that take you to the 23andMe website.
AD & CW SIOBHAN SKENE