THE ART OF PROVACAN

The head scratcher

How can we catapult medicinal CBD company CiiTECH and its hero CBD brand Provacan into consumer lifestyle and wellbeing media? 

The idea

As we emerged from a global pandemic, more people than ever were suffering with feelings of anxiety. But they were struggling to voice how they felt. 

To make these feelings more visible and help anyone experiencing unrest feel they have a support network, we visually brought to life an anxiety attack and the path to tranquillity that Provacan offers.

Working with artist Nathan Wyburn, who had first-hand experience of anxiety, we created four unique artworks that showcased the ‘Journey to Calm’. The details of each artwork drew from real people’s experiences with anxiety - with different colours, textures and shapes used to create a truly representative journey. 

The content made waves across social media and online, emotionally engaging with audiences, supported with a survey exploring the ‘calmness crunch’ Brits were experiencing. 

The results 

• 187 pieces of coverage including seven nationals 

• 1 million impressions across social content with an average engagement rate of 4.6%

• 93% of coverage included campaign link and 84% included a branded quote 

• 367 link clicks to the campaign website