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Outdoor
Hell Pizza: Doobious Hydroponic
Cannabis remains illegal in New Zealand – but only just, after the 2020 referendum came down to a razor-thin margin (48.4% in favour, 50.7% opposed). Since then, medicinal use has skyrocketed, though the stigma still lingers.
With the aim of sparking some healthy debate around cannabis use, HELL Pizza leaned into its challenger spirit with the launch of the Doobious Pizza – a smoky creation served with a baggie of herbs and grinder so customers can add a freshly ground hit of herbs to their pizza. Sage and oregano, that is. To mark the launch, we built a giant hydroponic installation on one of the country’s most notorious streets. Kitted out with UV lights, reflective film, ventilation ducts, and rows of suspicious-looking herbs, the setup lit up the strip in a purple haze and generated plenty of buzz from onlookers and across social media.
Design Agency: Inject Related |
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