The Parent Company Holding Corp (NEO:GRAM.U) (OTCQX:GRAMF) (OTCPINK:GRMWF) said that Shawn 'JAY-Z' Carter and his cannabis brand, MONOGRAM, which is part of The Parent Company house of brands, has launched the first installment of a three-part advertising campaign that reimagines the iconic photos of renowned mid-century American photographer Slim Aarons through a contemporary lens.
The company said the current campaign will be shot by photographer Hype Williams, known for capturing some of the most striking images of modern hip hop and culture, and will depict what the ‘good life’ looks like today, which includes cannabis as part of that lifestyle.
In his own words, Slim Aarons said his life's work was devoted to capturing "attractive people, doing attractive things in attractive places."
"The perception around cannabis has shifted a lot since the 20th century. If you were to ask me and my peers how we'd define the good life today, weed would definitely be a part of it,” Hype Williams said in a statement.
READ: The Parent Company is coming to conquer California’s cannabis market - with some big-name help
Williams added: "Whether we're smoking to inspire creativity or to celebrate an achievement, cannabis has a rightful place in modern day culture."
Shot at the Frank Sinatra House in Palm Springs, MONOGRAM recreated and recast a series of Aarons' most notable poolside vignettes, including "Keep Your Cool," "Desert House Party," "Poolside Glamour," and "Leisure and Fashion."
The Parent Company noted that the campaign, which is launching just in time for 4/20, is currently on display across all major US markets including New York State, which legalized adult use of cannabis on March 31.
It added that billboards and sprawling wallscapes featuring the photography can be found throughout well-traveled areas of New York City – from Times Square to SoHo to Brooklyn – further underscoring this major step in helping to destigmatize cannabis and drive progress forward for the industry.
Shawn 'JAY-Z' Carter commented: "On the heels of legalization, seeing creative like this become a natural part of the fabric of New York City only reinforces that cannabis has a right to exist within our customs, arts and social institutions. New York's decision to legalize is a victory for the entire industry, and I'm excited to have MONOGRAM play a role in bringing that message to life in my own backyard."
The Parent Company is the largest vertically integrated omni-channel cannabis platform in California, with an operational footprint that spans cultivation, extraction, manufacturing, distribution, brands, retail and delivery.
Notably, entertainment mogul Shawn “JAY-Z” Carter is a key shareholder of The Parent Company and holds a seat at the executive table as the company’s chief visionary officer.
Contact Sean at sean@proactiveinvestors.com