Best Entertainment Integrated Ad Campaign, Best Telecommunication Integrated Ad Campaign, Best Of Show Integrated Ad Campaign

To kick off the 22-23 NFL season, DIRECTV sought to tackle the clutter in the streaming space by pitting Dak Prescott of the Dallas Cowboys against a bedazzled bench of Bravo’s Real Housewives in the ultimate football showdown of live TV vs on demand. The winner? Entertainment fans who want it all. This integrated and addressable campaign not only featured a blitz of broadcast, social and display to drive major conversion, but it also featured multiple AR activations – games and lenses – which extended the story to get fans engaging and playing with the brand. The results were a touchdown (with an extra 2 pt conversion) for the win.

Contributors:

Chief Creative Officer:	Val Carlson, Renato Fernandez
Executive Creative Director:	Andrew Lavery
Group Creative Director:	Andrew Dolby, Jason Karley
Creative Directors:	Mark Winters, Ryan Buckley, Javier Olivares, Meghan O’Neill, Carla Smith, Kim Merritt
Art Directors:	Arion Lapuz, Cheston Kwan, Rachel Findlay, Andrew Bae
Designers:	Bailey Upper, Bruno Regalo, Sydney Tomer, Ekaterina Cervantes
Producers:	Guia Iacomin, Alicia Portner, Dena Moore
Strategy Team:	Morgan Hendy, Jaylyn Oliver, Jen Costello, Jesse Unger, Laura Gorder, Strategist
Account Team:	Stacia Parseghian, Benedicte Dachaud, Anica Vranjesevic, Emily Gill, Andrew Burke, Matt Theisen
Production Parters:	Gifted Youth, The Den, JAMM, STRING & TINS, WALKER, LIME

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!