Lifestyle Brand Nowdays Highlights ‘Questionable Laws’ around the World to Support Legalisation of Cannabis

Nowdays, an LA and Brazil-based lifestyle brand, has launched a punchy new digital campaign entitled 'Questionable Laws'. In Brazil, (where cannabis is illegal) Nowdays is a digital platform that promotes debate around cannabis. Whereas in California, the company develops and explores the benefits of CBD products for the wellness industry. Research indicates benefits that span quality of sleep to productivity at work.

This campaign aims to demystify the laws and stigmas surrounding cannabis consumption, whether medical or recreational. Brazilian founder of Nowdays Thainá Zanholo hopes that the film will 'put an end to misinformation' around cannabis consumption and call attention to “the impact of the prohibition policies for Brazilian society.”

'Questionable Laws' is artfully crafted, composed of theatrical stills which could easily be mistaken for a fashion film. This is because it is illegal to use commercial means to promote cannabis consumption and it was therefore important that the messaging was subtly brought across. The tone is surrealistic thanks to the laws (*it’s illegal to handle a salmon in suspicious circumstances in the UK for example) which director Giomi discovered and included in the film. Laws which are still in force around the world today, whilst being completely absurd. For Giomi, the film is even more relevant given the current political moment that Brazil is going through: “It’s during turbulent times that we need intelligence and creativity most in order to communicate.”