With popular series Weeds set to return to Showcase this weekend, Canwest is running a number of grow ops (opportunity to grow audience) around Toronto today.
More than 100 signs reading “Please don’t smoke the grass” were scattered around the city near plants and small grassy areas, and a large planter containing marijuana-looking plants was stationed at the busy Yonge and Bloor intersection.
“We set out to execute a stunt that complements the quirky, unconventional and bold nature of the series,” said Muriel Solomon, vice-president, marketing strategy, specialty channels, Canwest Broadcasting. “This guerrilla initiative is laced with Showcase’s trademark wit and sure to make consumers stop, stare and laugh.”
Canwest’s creative agency and marketing strategy team developed and executed the stunt.
