Everything that Shawn Corey Carter aka Jay-Z touches, you know, turns to gold, but this time he has really outdone himself with the new campaign for MONOGRAM, his personal brand of cannabis.
The perception of this drug has changed a lot since the past centuries, the latest city to add to this long list is New York, which since March 31 has adopted a law legalizing the use of marijuana for recreational purposes.
If you asked me and my colleagues how we would define the good life today, pot would definitely be part of it.
The campaign is inspired by and reimagines the iconic photos of Slim Aarons, a historic photographer famous for his shots of “attractive people doing attractive things in attractive places”.
Starting from this concept Jay-Z and his team chose the photographer Hype Williams who through his lens managed to recreate that imagery full of style taking us back in time for a moment.
The good life or sweet life, you name it, according to Jay-Z meets and intersects with marijuana, which is no longer a taboo, quite the contrary. MONOGRAM’s campaign was obviously launched on April 20, the International Day of Marijuana born by the “Waldos”, a group of American boys in the 70s who started the tradition of smoking cannabis at 04:20.
Whether you smoke to inspire creativity or to celebrate an accomplishment, cannabis has a legitimate place in modern culture.
The result is perfect, Jay-Z and Hype Williams have managed to recreate that imagery perfectly, creating a truly iconic campaign for MONOGRAM, helped also by the beautiful location.
The campaign in fact was shot in Frank Sinatra’s house in Palm Springs, California, here are all the photos of Hype Williams.