One address.
Elk Horn Lounge.
Billy Loves Willie is a 40-day campaign to save hemp — reaching people all around the USA. It starts close to home: Craig lives in Asheville, North Carolina, where cannabis is already illegal but hemp has been legal.
Now an awful new law is set to shut all of this down. We're here to wake people up to it. These things will come back — however the laws allow. But while it's still holy legal, let's gather.
It all happens in one place: the Elk Horn Lounge at Elkhorn Canna Co., 278 Haywood Rd, Asheville, NC. Nov 1 – Dec 11, 2026. Select dates. 21+.
I put up a billboard. What will you do? Make a poster. Host a conversation. Share your story. Put something in a shop window. Contact your representatives. You don't have to organize a revival — just do one thing in your city. Start at billyloveswillie.com.
Campaign countdown · Dec 11, 2026
The poster · billyloveswillie.com
Three words on a billboard
Billy lovesWillie.
Three words on a billboard in Billy Graham country, beside a picture of Willie Nelson singing with a joint in his hand. We mean it.
Billy Loves Willie isn't a punchline. It's a possibility. If the billboard brought you here, we'd love to see you at our one gathering place.
Billy Loves Willie is a 40-day campaign to save hemp — reaching people all around the USA. It starts close to home: Craig lives in Asheville, North Carolina, where cannabis is already illegal but hemp has been legal.
Now an awful new law is set to shut all of this down. We're here to wake people up to it. These things will come back — however the laws allow. But while it's still holy legal, let's gather.
It all happens in one place: the Elk Horn Lounge at Elkhorn Canna Co., 278 Haywood Rd, Asheville, NC. Nov 1 – Dec 11, 2026. Select dates. 21+.
I put up a billboard. What will you do? Make a poster. Host a conversation. Share your story. Put something in a shop window. Contact your representatives. You don't have to organize a revival — just do one thing in your city. Start at billyloveswillie.com.
The board, exactly
That is the whole board. Three words and one URL — no product shot, no slogan, no sponsor logos. We took them off on purpose so nothing explains it away. Just an invitation to get curious, and help save hemp.
Not funded, directed or authorized by Billy Graham's family or ministries, or by Willie Nelson. These campaign references are not performer announcements.
This is a campaign to save hemp.
Craig lives here in Asheville, where cannabis is already illegal but hemp has been legal. Now an awful new law is set to shut this down. These 40 days are about waking people up, here and across the USA.
Starts
Nov 1, 2026
Ends
Dec 11, 2026
Dates
Select
Ages
21+
What we're actually pushing
Two products.
Still holy legal.
This is about things we can share today — Spiritual Plants' flagship beverages, and the chance to gather around them. The new law threatens all of this. They'll come back however the laws allow. For now, let's gather.
Flagship · 01
Holy Water.
Liquid sacrament — the reverent, ritual-ready beverage Spiritual Plants built the brand on.
Flagship · 02
Rest.
The other flagship. Find both, plus the new campaign beverages, at Spiritual Plants.
New beverages will be available for the campaign. Both flagships are legal today — the countdown is about keeping them that way.
A book.
A film.
A movement.
Lion Laguna connects the music and the road to a much bigger story. God Is Dog brings together Digital Rose’s memoir-based book, a separate fictional animated film, and the Staying Project: ordinary care for people and animals. The revival is one invitation. The universe has more doors.
The Women Who Taught the Rose to Bloom
Digital Rose’s memoir-based book about love, loss, identity, and what remains.
IMAGINE / IN DEVELOPMENTOne real dog. Impossible worlds.
An original AI-animated fiction told like a documentary. Every character is invented except Lion.
PRACTICE / THE STAYING PROJECTMake love practical.
Seven small acts of care for people and animals, plus a free gathering guide.
The book is personal. The film is not a biography. The movement begins with an ordinary act of care.
The practice
Ordinary care
The record label
Past N9ne
The music opens a door. What we do with love comes next.
The soul of the campaign
Love is the posture.
The plant is the question.
The clock is running.
What we hand everyone
Take the tract.
Play the track.
An eight-page mini-zine folded from one 11 × 17 sheet — a Billy Graham tract designed by an underground record label. Everybody gets one, whether they consume cannabis or not. Alongside it: that day's question card, and a four-minute audio ritual to take home.
Day 01 · question card
What do you believe about a plant the world already made legal?
A question card for our select dates. No answers printed on the back — only a question, and a place to write what you actually think.
A scavenger hunt for the soul
You didn't find a website.
You found the door.
Start With I Love You is the playful public door into all of this — carried by shirts, vans, screenings, songs and plants. You never needed the whole map. You only needed one clue: love is a practice.
The van
If a van stopped you on the street and you scanned the code, you already found one door. This is the other side of it.
The shirt
Four words on a chest: WHAT DO YOU BELIEVE. People asking each other in person at the Elk Horn Lounge on select dates.
The song
Music reaches the feeling system before the explaining mind catches up. Play the 8 notes here or take them home.
The plant
Reverence, relationship, ritual. The plant was never the point. It was the excuse to gather.
The address
Elk Horn Lounge at Elkhorn Canna Co., 278 Haywood Rd, Asheville, NC. One gathering place. Select dates. 21+.
The one we won't print
There is a sixth clue. It isn't on a shirt and it isn't on the van. Curiosity is the whole qualification.
The docuseries · part of the revival
Stay Curious.
Episode One: The Deer Trail.
We're bringing the questions off the screen and into the room. Stay Curious is a Hollow Bone Initiative docuseries, and The Deer Trail is Episode One.
Billy Loves Willie is a 40-day campaign to save hemp — reaching people all around the USA. It starts close to home: Craig lives in Asheville, North Carolina, where cannabis is already illegal but hemp has been legal.
Now an awful new law is set to shut all of this down. We're here to wake people up to it. These things will come back — however the laws allow. But while it's still holy legal, let's gather.
It all happens in one place: the Elk Horn Lounge at Elkhorn Canna Co., 278 Haywood Rd, Asheville, NC. Nov 1 – Dec 11, 2026. Select dates. 21+.
I put up a billboard. What will you do? Make a poster. Host a conversation. Share your story. Put something in a shop window. Contact your representatives. You don't have to organize a revival — just do one thing in your city. Start at billyloveswillie.com.
A Hollow Bone Initiative docuseries. Directed by Jackson Averett. Created by Craig Rose and Jackson Averett.
Credit where it's due · 1986–2026
We didn't name this.
Europe did.
In 1986 a Swedish rock band wrote a song about leaving Earth and accidentally wrote the theme music for every deadline, every ninth inning, every last call in human history. This year it turns forty. We're carrying those 8 notes into our gathering place, and inviting you to play them wherever you call home.
1986
The song drops
40 yrs
On this planet
Select dates
Nov 1 – Dec 11, 2026
1 riff
Everybody knows it
Not affiliated with Europe. Enormously indebted to them.
The whole argument
Come for the music.
Stay for the question.
Billy Loves Willie is a 40-day campaign to save hemp — reaching people all around the USA. It starts close to home: Craig lives in Asheville, North Carolina, where cannabis is already illegal but hemp has been legal.
Now an awful new law is set to shut all of this down. We're here to wake people up to it. These things will come back — however the laws allow. But while it's still holy legal, let's gather.
It all happens in one place: the Elk Horn Lounge at Elkhorn Canna Co., 278 Haywood Rd, Asheville, NC. Nov 1 – Dec 11, 2026. Select dates. 21+.
I put up a billboard. What will you do? Make a poster. Host a conversation. Share your story. Put something in a shop window. Contact your representatives. You don't have to organize a revival — just do one thing in your city. Start at billyloveswillie.com.