ISLAND
Island x Coolhaus 420 Treat Tour
April 20 (420) is one of the biggest cannabis sales days of the year for cannabis retailers. To celebrate 420 in 2019, Island collaborated with Los Angeles ice cream brand, Coolhaus.
For the 2-day event, Coolhaus parked their ice cream truck outside dispensaries around Los Angeles. Island fans who dropped by to celebrate received a free ice cream sandwich. The ‘420 Tour’ retail stops were advertised through PR and social media channels, aimed to bring consumers out to Island’s dispensary partners, increase consumer awareness, and product sales.
As Island’s Creative Director, I oversaw the design and production of all PR, social content, and branded event collateral for the strategic partnership, from the illustrated tour maps to the edible ice cream wraps. Our goal was to create wayfinding tools to lead Island fans to each retailer’s location. We wove the ice cream drip elements from Coolhaus’s packaging into an infographic landscape of each location the tour visited, capturing the unique spirit of each neighborhood from Silverlake to Venice.
Result: The ‘420 Tour’ was promoted by Thrillist, LA Weekly, Mandatory, Los Angeles Blade, and DoLA. Island secured 20,087,033 impressions.
