Symone, Gigi Goode, and Rosy Thorn are taking on a real-life maxi challenge.
The drag stars are featured in a billboard campaign for Cann, a nonalcohol cannabis-infused beverage, which is challenging traditional gender roles through marketing in Los Angeles.
In the campaign, the queens are paying homage to classic ’90s billboards while also bringing queer representation to the famous Sunset Strip in the midst of Pride season. Other billboards are located at the Los Angeles International Airport and in downtown L.A.
See a preview of the campaign below as well as quotes from Goode and others on the importance of challenging gender through advertising.
“At this point, challenging gender norms doesn’t feel like a conscious decision anymore. I’ve learned a lot about myself this past year. I’m blurring the line between drag and out of drag, and I’m feeling very comfortable with the skin I’m in, so it’s really amazing to be showing all of me along side my sisters. Being unapologetically gorgeous dolls high up on a billboard and we get to promote cannabis? Let me go tell my high school self what I’m up to — they would be so insanely proud.” —Gigi Goode
Rosy Thorn, House of Avalon
“It’s special to me because it is a celebration of my authenticity. Boundary-pushing, queer-owned businesses like Cann showing who we really are to the world just makes sense.” — Rosy Thorn, House of Avalon
Marko Monroe, campaign creative director
“Huge corporations are capitalizing on Pride, and although it’s great for queer visibility, sometimes consumers don’t feel connected to the actual purpose of our celebration. Cann is prideful in its individuality and its flavors — it stands out unlike any other cannabis drink. The pairing with us feels natural, like finding your tribe.” — Marko Monroe, campaign creative director
Published: June 09, 2021
Founder & Interim Editor of L.A. Cannabis News