Two years ago, at the insistence of Operations Manager Kristen Szabo, Mobius Awards added a Cannabis competition. Now in its second year, opportunities for entrants have been expanded.
“I hoped we would invite cannabis-specific entrants, but never expected the response we got,” Szabo says. She bragged to staff and then set out to revise Mobius Cannabis for 2020 to reflect the advertising market.
New categories include Advocacy, Environmental, Public Health and Social Issues and Affirmation Messages. Affirmative messages are “feel good” offerings that promote kindness, goodwill and empathy. In addition, Immersive Media Marketing categories have been updated to include Extended Reality and Mixed Reality.
The 2020 additions were also partly driven by the excitement of judges who asked for opportunities to assess cannabis entries.
The first year’s response was rewarding, Szabo says, with four cannabis entries winning awards, three of them a First Place Mobius Awards Statuette.
Here Design, London, won a First Place in Package Design – Beauty, Cosmetic & Fragrance for work commissioned by Holland & Barrett CBD. Holland & Barrett is based in Nuneaton, UK. Tom, Dick and Harry Creative Co., Chicago, won First Place for its social media marketing of Cresco Labs’ “Nobituaries,” a Health & Wellness Product. Cresco is in Chicago. The agency also won a First for Guerilla-Ambush Marketing of “Cresco Labs Cope (Cresco Labs Opoid Prescription Exchange).” Echelon Design, Inc. of Gilberts, Ill., was the production company.
Hope Creative of Santa Monica, Calif., received a Second Place Certificate for “Cannabis Marketing Master Course with Jim Baudino Cannabis Marketing Expert.” The advertiser was Atheneum Collective, Santa Monica.