Cultural changes, political reforms, and new laws in German society. Cannabis has been legal in Germany since April 2024, a milestone for many people and industries that opens up new opportunities.

However, legalization also brings new risks: for road safety in Germany and throughout Europe. Traditional awareness campaigns by authorities such as the Department of Transportation often struggle to reach young target groups. The solution: don't speak as an authority. Instead, work with someone who knows the culture.

We teamed up with Scholz & Friends, rapper Skrt Cobain, and producer Stickle to release the track “So High” – along with a music video that conveys an unmistakable message: never drive high. The song also features iconic vocals from Afroman's classic “Because I Got High.”

The lyrics convey the message directly: being high means you're not fit to drive. No logos, no official branding. Just music that authentically speaks to the audience.

The result? A viral TikTok hit, number 1 on Apple Music, and a campaign that reached young people where no government message can: through their playlists.