Cannaray CBD is taking the next step in its “CBD Revolution” campaign, with the launch of a new TV commercial from creative agency BigSmall.
The ad features brand ambassador Claudia Winkleman as an animated character for the first time. The TV and radio star is shown standing on two running horses, whilst playing the electric guitar and leading a crowd of CBD Revolutionaries into the sun – the iconic emblem of the Cannaray brand.
However, it turns out that this wasn’t quite the revolution Cannaray had in mind, and when we cut back to ‘real-life’ Claudia in her living room, she explains that actually Cannaray just wants everyone to try some CBD.
The animated sequence shows Claudia as a futuristic animated character complete with her signature fringe and thick black eyeliner. The sequence was created by Future Power Station and directed by Yibi Hu who has previously directed music videos for some of the world’s best-known artists including Faithless, Zero 7 and Beyonce.
Cannaray’s second major TV push follows on from their recent announcement of a media-for-equity investment by Channel 4 Ventures. The ad will run across Channel 4 linear and video on demand programming throughout the summer as part of a wider campaign to normalise CBD as a major new FMCG category and to recruit millions of new customers.
Claudia Winkleman has often discussed her frequent use of Cannaray CBD for sleep and relaxation, having been introduced to the brand by her cousin during the second Covid lockdown. Her continued partnership with Cannaray reflects her interest in CBD and her belief in the positive impacts that Cannaray’s CBD products can have on everyday life.
Tim Clarke, Chief Marketing Officer at Cannaray commented: “We are delighted with the progress of Cannaray’s CBD revolution in recruiting new consumers to CBD. Cannaray’s website sales have increased fivefold since 2021 due to the impact of our partnership with super fan Claudia Winkleman, investment from Channel 4 Ventures and the creativity of BigSmall and Goodstuff. The high impact animation from Yibi Hu and Future Power Station will help accelerate this growth momentum throughout the summer as more and more people Join the CBD Revolution with Cannaray.”
Matt Edwards, Partner at BigSmall said: “Claudia’s imagination knows no bounds. Tiny owls. Baby goats. Squirrels playing trumpets. They’ve all been mentioned at some stage. So putting Claudia’s imagination on screen required an animation partner with real vision and talent – and we found exactly that in the wonderful Future Power Station.”
About Cannaray
Cannaray Limited is a leading European cannabis company spanning both medical cannabis and CBD wellness brands.
Cannaray CBD is the company’s flagship CBD wellness brand – founded to make CBD easy and accessible for millions of new people. Its product range includes CBD Oil Drops for day and night, Capsules, Gummies and Muscle Balm. All Cannaray CBD products are formulated to be effective and enjoyable to use, triple-lab-tested for purity, and are packaged in the modern, bright, and optimistic Cannaray brand colours.
All Cannaray ingestible products are compliant with the Novel Foods regulatory process and can be found on the FSA’s published list of CBD brands.
About BigSmall
BigSmall is the brand strategy and creative start-up from Ben Cleaver (former MD bluemarlin New York), Tom Evans (former CD WCRS/Engine) and Matt Edwards (former CEO WCRS/Engine). BigSmall helps clients to find their focus and go big with what matters. Find out more at www.bigsmall.works.
About Goodstuff
Goodstuff is one of the UK’s leading media planning and buying agencies and holds the 2019 and 2020 Grand Prix for both Media Week and Campaign Awards. Established in 2004 as a pure communications and creative media agency, incubated by Virgin, the agency had seven successful years before scaling the business through the addition of media buying. Continuing its growth, Goodstuff was recently acquired by marketing group, The Stagwell Group, adding world-class breadth and depth of data, digital and marketing technology services to its offering. A Sunday Times “Top 100 Small Companies to Work For” and hosts of the annual Goodstuff Media Showcase, which brings together the creative and media owner communities, Goodstuff continues to champion invention and entrepreneurialism in media. Find out more at goodstuff.co.uk
