Planet Hemp has been singing "Legalize Já" for 30 years. Their farewell concert was never just a show — it was a forecast. THC stimulates appetite. With 43.7K people at Allianz Parque, peak munchies wasn't a possibility. It was a certainty.

Working with 99Food, we turned that into a proactive campaign: 82 screens across a 2km radius around the stadium switched creatives the moment the show ended speaking directly to a very specific kind of hunger. The app pushed exclusive food discounts to everyone who had ordered a 99 ride in the area.