The cannabis information resource Leafly.com lists 779 known marijuana strains, yet whimsical names like Laughing Grass and Candy Cane Brain fail to convey the potentially life-changing consequences of smoking and driving.High driving is on the rise in Canada. Nearly 500,000 Canadians have admitted to driving after using marijuana in the past year, and these numbers are expected to increase substantially when recreational marijuana becomes legal in 2018.BBDO Toronto and RIDE CHECKS have collaborated with Beleave, a licensed producer of medical cannabis, to create three new cannabis strains to expose the consequences of driving high.The three new 'Consequence Strains' – Kourtoom Kush, White Whiplash and Slammer Time – are being introduced to the public through a new online documentary, influencer outreach and the RIDE CHECKS launch event at Humber College in Toronto on Nov. 29.Each strain features a product description outlining the possible consequences of driving high and resolves with the line, “If you don’t want these consequences, don’t drive high.”A relative newcomer to the scene, Kourtoom Kush is an emotional joyride that doesn’t end well. This first-time offender conjures up feelings of regret, shame and guilt, the same emotions as someone who’s just been charged with impaired driving.Slammer Time picks a potent punch, often inducing feelings of remorse, paranoia and isolation from the outside world. The same feelings as someone who’s been sentenced to life in prison for killing another driver or pedestrian.White Whiplash starts mellow then hits you hard. This bitter bold bud has been known to strike the perfect balance of misery and devastation. A similar outcome to some suffering from the pain of an auto accident injury.The associated materials drive to a dedicated website, ConsequenceStrains.com, which outlines the consequences of being caught driving high – which range from a $1,000 minimum fine to an 18-month jail sentence for first-time offenders. The site also contains victim testimonials and statistics.CreditsProject: Consequence StrainsURL: ConsequenceStrains.comClient: BeleaveClient: R.I.D.E. ChecksCreative Agency: BBDO TorontoChief Creative Officers: Denise Rossetto and Todd MackieAssociate Creative Director (copywriter): Matt HubbardAssociate Creative Director (Art Director): Mike SchonbergerSenior Designer: Mike NugentVP, Group Account Director: Rebecca FlamanAccount Director: Tania MontemaranoAccount Supervisor: Deanna TathamAccount Coordinator: Andrea StrangesBBDO Project Managers: Jason Dick, Melissa HadleyBBDO Developers: Alex Ghattas, Douglas Glover, Peter EtheringtonBBDO QA: Della LytleBBDO Analytics: Arpan RaiBBDO Community Manager: Scott DouglasProduction Company: FlareExecutive Producer/Director: Dave LembkeLead DoP: Stuart CameronOther DoP: Angel Navarro iiiOther DoP: Luke McCutheonSound: Burton LaveryPost Production CreditsOffline: Rooster Post ProductionEditor: Colin MurdockProducer: Adam VeroniExecutive Producer: Melissa KahnColour: Nice ShoesColourist: Roslyn DiSantoExecutive Producer: Kristen Van FleetSound: Vapor RMWMix: Ted RosnickProducer: Kat StewartOnline: Fort York VFXLead Flame Artist: James Marin