TitleThe New Car
Agency
Campaign Nissan LEAF Launch
Advertiser Nissan Motor Corp.
Brand Nissan

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Date of First Broadcast/Publication Subscribers Only
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TaglineSubscribers Only
StorySubscribers Only
PhilosophySubscribers Only
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Media Type Digital
Length
Agency

About Critical Mass

The way a customer experiences a brand has a profound impact on perception, purchase behavior and loyalty. That’s why our work begins and ends with our clients’ customers. We listen to them. Validate with them. We even include them in our experience-design process. We do this so we can make things simpler, more useful, more entertaining, more convenient. And hopefully, in some way, change their lives. 

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Hey, Amazon from Critical Mass

Working with the Calgary Economic Development office, they launched a campaign to persuade Amazon to choose Calgary as the location for their second headquarters (HQ2).

Critical Mass plastered Seattle with large-scale billboards and street art written in chalk with playfully provocative copy like, "Hey, Amazon. We’d change our name for you. Calmazon? Amagary? Love, Calgary" or "Hey, Amazon. We have 10 ski resorts. Super close. Even you can't move mountains. Love, Calgary". One of the billboards is placed directly outside of Amazon's downtown corporate office with the phrase, "Hey, Amazon. Not saying we'd fight a bear for you... but we totally would."

There are ~200 public displays scattered around Seattle, mainly on the Amazon campus, along with print and digital ads.

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