Buzzkill

Untested Illegal Cannabis is a “Buzzkill”

Ontario Cannabis Store (OCS) and the Alcohol and Gaming Commission of Ontario (AGCO) are turning heads with “Buzzkill,” a pop-up experience created in partnership with LG2 Toronto. This unique activation, disguised as an illegal dispensary, delivers a bold message: untested illegal cannabis can be a real buzzkill.

As part of a broader digital campaign, “Buzzkill” uses satirical cannabis products and interactive exhibits to highlight the dangers of unregulated, illegal cannabis while promoting the benefits of buying legal, tested products. This Toronto-based initiative connects directly with cannabis consumers at street level, driving home the importance of making safer choices.

OCS President & CEO David Lobo acknowledges that “Buzzkill” is a departure from the norm for the provincial distributor of legal cannabis, whose mandate includes promoting social responsibility in the cannabis sector.

“This activation might make people a little uncomfortable with its directness and transparency,” says David Lobo, President & CEO, OCS. “But we need Ontarians to understand that they can’t trust the safety of illegal cannabis.”

Unlike regulated cannabis, illegal cannabis is not tested for contaminants such as heavy metals, toxic levels of E. coli, Salmonella, mould, or illegal pesticides. Illegal edibles carry further risk due to inconsistent THC dosing, leaving consumers uncertain about potency.

“We decided to lean into ambiguity as a way to challenge the misperceptions surrounding the illegal cannabis market,” says Josh Stein, Chief Creative Officer at LG2. “Our goal was to create an experience that’s not only buzz-worthy but also interactive and packed with valuable information.”