TitleThe Ring of Comfort
Campaign The Ring of Comfort
Advertiser Mars
Brand M&M'S

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Chairman/Chief Creative Officer, BBDO Worldwide David Lubars
Chief Creative Officer, BBDO North America Luiz Sanches
Chief Creative Officer, BBDO New York Matt MacDonald
Executive Creative Director/Copywriter Peter Kain
Executive Creative Director/Copywriter Marcelo Nogueira
Senior Creative Director/Copywriter Tom Kraemer
Senior Creative Director/Copywriter Judd Counsell
Creative Director/Art Director/Designer Breno Ribeiro
Associate Creative Director/Copywriter Luz Arroyo
Sr. Art Director Maya Iwata
Sr. Copywriter Benner Rawley
Jr. Copywriter Ross Hull
Jr. Art Director John Ratkowiak
Designer Jong Yeu Wu
Jr. Designer Brenda Cho
SVP, Project Management Director Mark Lester
EVP, Director of Content Production Alex Gianni
VP, Group Executive Producer Kimberly Clarke
Senior Producer Scotty Schuckies
Associate Art Producer Cleo Montagnana
Sr. Business Affairs Manager Shelly Bloch
Senior Music Producer Julia Millison
BBDO NY Kirsten Flanik President & CEO
EVP, Senior Account Director Caitlin Patrick
SVP, Account Director Grace Hargrave-Thomas
Account Director Melissa Reisman
Account Manager Leah Baumgarten
Assistant Account Executive Cory Bork
EVP, Group Strategy Director Vanessa Romann
EVP, Group Strategy Director Yin Chung
SVP, Head of Connections Planning Enda Conway
Senior Connections Planner Carly Duris
VP, Group Director of Marketing Science Derek Zimmerman
Chief Creative Officer Val Carlson
VP, Executive Creative Director Andrew Lavery
Executive Creative Director Jen Dorman
Group Creative Director Will Danilow
Group Design Director Ty Johnson
Group Creative Engineering Director Cody Murri
Creative Director Eric Jorgensen
Associate Creative Director Javier Olivares
Copywriter Liam Walsh
Designer Emma Rosenberg
VP, Strategy Brian Asner
VP, Strategy Shawn Thompson
VP, Project Delivery Lauren Duchon
Program Director Sarah Lobdell
EVP, Global Client Lead Alysson Scartz
VP, Client Partner Michael Kelly
VP, Client Partner Meghan Sejna
VP, Client Partner Lauren Rapoport

About Critical Mass

In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and since then we’ve helped global clients like Apple, Nike, Diageo, and BMW (and hundreds more over the years) reimagine digital and do what no one else in their category can do. Today, we’re over 1,400 digitally obsessed employees in 12 offices, across Europe, Asia, and North America—with a major, full-service hub in London.
What makes us different? We truly understand every part of our clients' digital ecosystems, and we deliver success by making data, creativity, and technology more connected, more efficient, and more powerful. Of course, digital never stands still, but neither do we. We help brands seize opportunities so that their customers get a better experience and a more seamless, dynamic, and personalised experience everywhere they go.
We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).
No matter how much digital changes, one thing will always stay the same—who we are. We’re a transparent, honest, values-driven, passionate partner with a can-do attitude that our clients notice and appreciate.
We’re Critical Mass, but our friends call us CM. Please call us CM. 

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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