Since legalization, cannabis sales in Ontario have reached $3.2 billion across over 3,800 retailers, yet about half the market remains illegal, raising safety concerns and consumer confusion. With advertising restrictions and public skepticism of government messaging, the Ontario Cannabis Store (OCS) launched Buzzkill—a provocative fake brand and dispensary to expose the risks of unregulated cannabis. The campaign included a full visual identity built from scratch: custom typography (BUZZ MONO), a bold packaging system, and 25+ hyper-realistic products containing what’s often found in illegal cannabis—pesticides, heavy metals, and more—with satirical names like Lead Rocket and E. Cola. Designed to mimic the look and feel of illicit dispensaries, the Buzzkill store in downtown Toronto featured blacked-out windows, security guards, and heavy bass, immersing visitors in a visceral, eye-opening experience that challenged them to reconsider where they buy.
