Nowdays cultivates the absurd in Brazil cannabis campaign

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As debate continues globally over legalisation of cannabis and other drugs, a Brazilian organisation uses apparent absurdity to make its point. Brazilian Federal Law prohibits the plantation, cultivation and harvesting of drugs, except for medical or scientific purposes. A Bill which would legalise recreational use of marijuana is currently making its way through the country's legislature. Nowdays founder Thaina Zanholo says: “When I started creating Nowdays, my only desire was to find a way to rewrite the history of how people saw and used marijuana in my country. I feel that bringing access and the normalization of plant consumption is my purpose here on Earth, and together with an incredible team we are gradually changing the way people see it, so that in the near future we can remember that the racism that transformed it into an illegal product only served to disrupt lives and the development of our society as a whole.” Brazil has a population of some 215 million, with a high percentage of young people, offering a clearly lucrative potential market for the cannabis industry. Should the nation's legislation change to match its favourable growing climate, some say Brazil could challenge China as the world's top grower. While recreational use of cannabis is also currently illegal in China, the Asian powerhouse has been taking advantage of the global boom in popularity of cannabidiol by cultivating for export the non-intoxicating element of the cannabis / hemp plant which is used as drops, oils and in all kinds of wellness consumerables. What do you think of the campaign? A bit too facile, or effective with good deployment of humour?

Keywords: Nowdays Brazil, cannabis commercials, cannabis legal status Brazil, hemp cultivation Latin America, AKQA