4/20 Parachute
Standing out on 4/20 in New York is an impossible task.
Here’s how we did it.
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Make it big.
Washington Square Park on 4/20 is standing-room only. We knew that, if we wanted people to pay attention, we needed to do something of scale.
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Make it shareable.
The parachute is something nostalgic for almost all Americans. People won’t share a huge flag, but they will definitely share something that reminds them of their childhood.
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Make it branded (creatively).
People don’t like to be advertised to. We knew that if we branded the parachute it would take away from the sharability. Instead, we hotboxed the parachute using branded Empire joints, which we passed out to all the participants. Everyone gladly accepted the free, branded gift out of a desire to participate in the group activity.