How Will You Spend 10.17? for Tokyo Smoke

Celebrating cannabis legalization in Canada with Tokyo Smoke's How Will You Spend 10.17? campaign and experiential events.

Tokyo Smoke's campaign "How Will You Spend 10.17" imagined how Canadians might celebrate the historical milestone of cannabis legalization. A series of events were mounted across Canada. In Toronto, a public light & sound installation was built in the basement of Tokyo Smoke's original coffee shop. Guests entered the installation through a closet in an unassuming storage room, Upon exiting, they were gifted exclusive goods designed in collaboration with NYC's Sundae School. An invite-only party was hosted at Assembly Chef's Hall and included five immersive installations inspired by the brand's cannabis strains. Party performances featured musicians & performers from the campaign, including iconic Canadian drag queen Tynomi Banks. This project was undertaken by Daniel and his experiential marketing team while employed by Tokyo Smoke Brands/Canopy Growth Corporation.

Event Branding

Tokyo Smoke Brands



Tokyo Smoke Bellwoods, Assembly Chef’s Hall

Art Curation

Berkeley Poole, Jacqueline West, Justin Broadbent



Michael Kazimierczuk