Parallel approached us to develop a holiday campaign that could cut through seasonal saturation and take a not so sugar coated approach to how cannabis shows up during the holidays.

We developed Budding Traditions as a playful and honest take on sharing cannabis across generations, flipping familiar stigmas on their heads and reframing it as part of gathering and storytelling. The idea was simple. If people are already passing plates, pouring drinks and swapping stories, why not a puff too. Even with grandma.

The campaign spanned social, video and print assets, supported by a curated holiday guide designed to help customers choose products based on the type of experience they wanted to create. By weaving cannabis naturally into the rituals of the season, the work invited connection and encouraged a more open and inclusive view of what tradition can look like.