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Campaign Massey Lectures iPad App
Advertiser House of Anansi Press
Brand Massey Lectures

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About Critical Mass

Our work starts and ends with our clients’ customers. We seek to create meaningful experiences that improve those customers’ lives. We produce the kind of meaningful experiences that make something more convenient, useful, valuable, simple or entertaining. That means we listen to customers, validate with customers and even involve customers in our experience design process. And it works. Improving customers’ lives delivers transformative business results for our clients. 

Latest News


The D&AD Awards are recognized globally as one of the top creative competitions in the advertising industry.  Critical Mass is proud to announce that its “Sweeper” work for the United Nations Mine Action Service (UNMAS) has won a Wood Pencil at the D&AD Awards. The D&AD Awards are recognized globally as one of the top creative competitions in the advertising industry.

The UNMAS Sweeper campaign at The New Museum last year used beacon technology, sound design, and poignant graphics to enable exhibit-goers to experience the fear of living among landmines and other explosive remnants of war. The emotionally-resonating campaign won in the Design category for Digital & Mobile.

“Winning a Pencil is a great honor, it is one of the most respected design awards in the world” said Conor Brady, Critical Mass Chief Creative Officer. “The Sweeper work demonstrates the power of design and technology to spur consumers to take positive action.”

Winners were announced at a gala event in London on May 21. 

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