40 days.
40 nights.
Asheville.
Until the last legal night · Dec 11
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.
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. The sponsors live on this site, not on the highway.
Not funded, directed or authorized by Billy Graham's family or ministries, or by Willie Nelson. No permission was asked. Craig Rose is a fan of both — and Franklin Graham is invited to come talk, listen and share his lens on any of the forty days.
This is a campaign to save hemp.
We mean the man, the songs, and what he is smoking while he sings them. Willie's Remedy hemp is already sold all over this town — legally, today. On December 11 that ends.
Starts
Oct 31
Ends
Dec 11
Nights
Forty
Voice
SWILY
What we're actually pushing
Two products.
Both illegal in December.
Willie gets the free press. The campaign is here to save the things you can actually buy today — Spiritual Plants' flagship beverages, legal now, gone Dec 11.
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.
The greatest
evangelist since
Billy Graham.
Meet Lion Laguna — Venice Beach's finest export, the dog-saint at the center of the revival, and frontman of The Holy Howlers. He pitched the tent right in Billy's backyard with one claim: his gospel fits in a wag. DOG is GOD backwards. The theology is for adults. The music just hits hard enough that the kids scream it too.
The band
Holy Howlers
The home
Past N9ne
Same mountain. Different message. Way better merch.
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 with Craig, Kenny and rotating artists.
Day 01 · question card
What do you believe about a plant the world already made legal?
One card a night, for forty nights. 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, secret shows, 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. Forty nights of people asking each other in person instead of online.
The song
Music reaches the feeling system before the explaining mind catches up. Every night here opens with the same eight notes.
The plant
Reverence, relationship, ritual. The plant was never the point. It was the excuse to gather.
The land
131 acres at Shope Creek. The website is the map. The land is the destination.
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.
Kenny McCormick IV.
He came to Shope Creek the first time as a retreater. He came back as an artist. Now he is launching a record across forty nights in Asheville — not one slot, a residency. Songs from the album land in different rooms, in different orders, in front of different people.
"The first time I came to this space, I was a retreater. This time, I felt like an artist."— Kenny McCormick IV, final circle, Camp Mary
They Call Me Trinity · the album
The first self-titled album under his given name. Trinity is not a character — it's a framework: the self you're given, the self the world names, and the self you choose to become.
The Deer Trail.
The revival isn't only forty nights of music. A documentary is being made alongside it — following the people, the land and the questions that made Billy Loves Willie more than a billboard. The Deer Trail is the film of this whole thing.
Follow the documentaryIn the film
- · The forty nights, filmed as they happen.
- · Kenny's residency and the making of They Call Me Trinity.
- · Shope Creek, Camp Mary and the land behind the campaign.
- · The question the whole revival keeps asking.
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. Our countdown is forty days. We are not going to pretend that's nothing.
1986
The song drops
40 yrs
On this planet
40 days
How long we have
1 riff
Everybody knows it
Not affiliated with Europe. Enormously indebted to them.
The whole argument
Come for the music.
Stay for the question.
Forty nights of music, mountains, plants and one honest question — then we keep going anyway.
Enter the campaign