Best Automobile Integrated Ad Campaign

Mitsubishi Motors introduced a refreshed MY25 Outlander with two major features. The first is a newly designed interior and the second is Yamaha’s first in-car audio experience. The ask for this campaign was not only drive awareness and consideration with a launch platform that leverages this new sound system and cabin features but was to use this launch to bring the new brand positioning and creative direction to life.

Contributors:

Creative Director:	Val Carlson, Jordan Mowbray, Steve Valette, Jordan Heidendahl, Ben Benchitrit
Creative Team:	Mike Doborski, Michelle Erickson, Lauren Showen, Natalie Clark, Sophia Fissler
Strategy:	Scott Hughes, Jenna Studt, Anastasia Pixler, Ellen Gao
Client Partners:	Alex Plewinski, Emma Applebome, Jackie Sherrif, Anica Petrovic
Producers:	Sydney Woodman, Hannah Thompson, Dary Barclay
Technology:	Gurminder Kandola, Monica Obando, Pablo Mellognio, Glenn Rojas
Marketing Science:	Shawn Mothersele, Iva Balent
Quality Assurance:	Patricia Blanco, Diana Bogantes, Joseph Cerdas
Project Managers:	Bell Maddux, Rhyan Pietromonaco, Annia Lopez, Daniel Jara, Rupi Randhawa
Production Partners:	Sweatpants Media, Alberto Blanco (Director), Chris Delorenzo (Photographer)

CRITICAL MASS

Website: www.criticalmass.com

Location: Canada

About the Agency:

Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories. We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). 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). We’re Critical Mass, but our friends call us CM. Please call us CM!