{"id":2449990,"date":"2019-10-17T13:00:00","date_gmt":"2019-10-17T19:00:00","guid":{"rendered":"https:\/\/www.aspentimes.com\/?p=314560"},"modified":"2019-10-17T13:00:00","modified_gmt":"2019-10-17T19:00:00","slug":"high-country-charlottes-web-unveils-new-cannabis-campaign-with-shepard-faireys-studio-number-one","status":"publish","type":"post","link":"https:\/\/alwaysmountaintime.com\/kspn\/local-news\/high-country-charlottes-web-unveils-new-cannabis-campaign-with-shepard-faireys-studio-number-one\/","title":{"rendered":"High Country: Charlotte\u2019s Web Unveils New Cannabis Campaign With Shepard Fairey\u2019s Studio Number One"},"content":{"rendered":"
<\/div>\n

Before the CBD craze swept the country, the Stanley Brothers cultivated Charlotte\u2019s Web \u2014 a proprietary, high-cannabidiol, low-THC strain of cannabis \u2014 that kickstarted the entire plant-based wellness industry. Officially founded in 2014, the eponymous Colorado-based company has maintained its position as a market leader and after five years of grassroots growth, is releasing its first nationwide campaign to stand out among an increasingly cluttered and complex space.<\/p>\n

Charlotte\u2019s Web tapped Studio Number One (SNO) founded by legendary artist Shepard Fairey to create its \u201cTrust The Earth\u201d campaign. The multi-city art installation is conveyed through a super-sized graphic representation of a hand holding a cannabis stalk and the call-to-action: \u201cTrust the Earth.\u201d<\/p>\n

\u201cMy creative team at SNO focuses on projects that have meaning and create positive change in the world,\u201d Fairey, creative director and co-founder of Studio Number One, said via email. \u201cCharlotte\u2019s Web was a great organization to align with, as they are making advancements doing good by generating real health benefits with their products. My goal as an artist is to create art with a message, and I\u2019m proud of my team for using this opportunity to do the same for Charlotte\u2019s Web, a brand that can take a stand.\u201d<\/p>\n

Named in honor of 5-year-old Charlotte Figi, who suffered from serious seizures, Charlotte\u2019s Web gained national attention when Dr. Sanjay Gupta featured her effective use of its CBD oil on CNN in 2013 (a follow-up is included in his just-aired \u201cWeed 5\u201d). Now 11, Figi is 99.9% seizure-free, according to the Stanley Brothers.<\/p>\n

Launched in New York City, the mural appears on the corner of North 11th Street and Wythe Avenue in the heart of Williamsburg, Brooklyn. Williamsburg was chosen for the debut for its reputation as a forward-thinking, pioneering community\u2014much like Charlotte\u2019s Web and SNO. The art projection campaign will also roll out in Washington, D.C., Chicago, and Los Angeles. Fake Love, a New York Times-owned, award-winning experiential design agency provided additional support for the activations.<\/p>\n

\u201cTrust The Earth\u201d aims to ask and empower Americans to educate themselves about access to natural health while championing the right to choose quality options. The community-minded campaign platform is also available online at trusttheearth.com (#trustheearth).<\/p>\n

On the eve on its unveiling earlier this month, I went behind the design with Charlotte\u2019s Web co-founder and chairman of the board Joel Stanley.<\/p>\n

Katie Shapiro:<\/strong> How did you come together with Shepard Fairey and Studio Number One?<\/p>\n

Joel Stanley:<\/strong> Almost nothing about our journey in CBD, hemp and cannabis has been traditional. Our roadblocks have been opportunities to be creative, innovate, and see lives change. Charlotte\u2019s Web started as a mission and it grew through word-of-mouth and people sharing their positive experiences around hemp CBD. The challenges of traditional communication for hemp have only made us better and lean into our most authentic voice. We don\u2019t market. We have long admired the work of Shepard Fairey and Studio Number One, and how it pushes social messages and icons of justice that billions of people around the world have rallied around. We reached out to them and immediately connected with the team. We\u2019re honored that they chose to interpret our mission in such a powerful way.<\/p>\n

KS:<\/strong> How many design iterations did CW go through?<\/p>\n

JS:<\/strong> The process was exciting because of the way Studio Number One is set up. They tap incredibly talented artists that represent many different styles with Shepard serving as the creative director. This allowed the teams to iterate on various visual themes until we landed on something that felt emblematic and unique to our mission and voice. We went through about six options and five iterations, and every step was more revealing than the previous. Our \u201cTrust The Earth\u201d call-to-action became one with the art. This process was particularly meaningful for my brothers and I because we\u2019re not sign-spinners and much like Studio Number One, we believe in the collective, in community. Nothing is more powerful than a group of people caring for one another, and art is about community. The collective effort in this art resonates what it means for us all to strive for wellness through nature, to have that right, and to have quality options. When you employ art as a vehicle for storytelling, it\u2019s textural, it\u2019s visceral, and it connects us all to catalyze change.<\/p>\n

KS:<\/strong> As the pioneer of the CBD movement, what is your perspective on how the industry has taken shape in the past five years?<\/p>\n

JS:<\/strong> Over the last five years, we\u2019ve seen positive forward movement, and we are looking forward to its further evolution. When we were starting out, we made a choice to put our resources into quality rather than marketing, knowing that would influence the shaping of the company and, hopefully, the entire industry.<\/p>\n

KS:<\/strong> What is the biggest triumph you\u2019ve seen in the industry so far?<\/p>\n

JS:<\/strong> The 2018 Farm Bill passing. We\u2019re anticipating far more research into the category, and into hemp in general, which is very exciting. Humanity barely knows how valuable hemp can be, and as long it was considered a controlled substance, research institutions were denied the ability to study this incredible plant. Research will inform the future uses of hemp for health and wellness, and also agricultural and manufacturing practices.<\/p>\n

KS:<\/strong> What do you think is still missing?<\/p>\n

JS:<\/strong> We\u2019d like to see more transparency for agricultural practices and support the industry to navigate towards organic practices to the benefit of human health and to that of the planet. To that end, over 50% of Charlotte\u2019s Web cultivation fields are in process and are expected to be certified organic by USDA-recognized agencies for the 2019 harvest. The remaining fields are in transition to organic certification. We don\u2019t employ the use chemical pesticides or herbicides on our plants and during manufacturing, we perform a full battery of tests including microbiological contamination, heavy metals, potency and residual solvents. This process also includes a 60-plus panel of testing for pesticides and herbicides, including glyphosate. For consumers, Charlotte\u2019s Web offers Certificate of Analysis for cannabinoid potency that supports our label information. Lastly, Charlotte\u2019s Web does not use GMO in any of its ingredients or extraction processes. All of this is expertly third-party verified (by the U.S. Food & Drug Administration) for Good Manufacturing Practices.<\/p>\n

KS:<\/strong> What is your hope for the new campaign to ultimately achieve?<\/p>\n

JS:<\/strong> For people to join our community, educate themselves about the benefits of hemp, and experience a better version of themselves through the power of nature. Hemp is proving to us that fear-based prohibitions have only served to block humanity from valuable tools existing in nature. We want to help people remember that our bodies produce compounds like those found in hemp, and we are related to nature. It\u2019s not something separate from us, and in that, we should have trust.<\/p>\n

Katie Shapiro can be reached at katie@katieshapiromedia.com<\/a> and followed on Twitter @bykatieshapiro.<\/p>\n

via:: The Aspen Times<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Before the CBD craze swept the country, the Stanley Brothers cultivated Charlotte\u2019s Web \u2014 a proprietary, high-cannabidiol, low-THC strain of cannabis \u2014 that kickstarted the entire plant-based wellness industry. Officially founded in 2014, the eponymous Colorado-based company has maintained its position as a market leader and after five years of grassroots growth, is releasing its […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[49],"tags":[],"class_list":["post-2449990","post","type-post","status-publish","format-standard","category-local-news"],"acf":[],"publishpress_future_action":{"enabled":false,"date":"2026-08-19 13:53:35","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"KSPN The Valley's Quality Rock","distributor_original_site_url":"https:\/\/alwaysmountaintime.com\/kspn","push-errors":false,"_links":{"self":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/posts\/2449990","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/comments?post=2449990"}],"version-history":[{"count":0,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/posts\/2449990\/revisions"}],"wp:attachment":[{"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/media?parent=2449990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/categories?post=2449990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/kspn\/wp-json\/wp\/v2\/tags?post=2449990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}