Critical Mass creative director Dwayne Wheatcroft (centre) and art director Jeremy Hilnak (far right) review Creative Communications' student portfolios.
Today we visited Critical Mass, one of Chicago's finest and - I'm sure "friendliest" - ad agencies.
Operations manager Ray Madrigal gave us the grand tour, and showered us with an embarrassment of hospitality and riches, including much candy and a Critical Mass water bottle full of Critical Mass paraphernalia. We're not worthy!
What happens in Vegas starts in Chicago
Creative director Dwayne Wheatcroft - originally from Calgary - walked us through his career, and he and art director Jeremy Hilnak took us through a multi-million-dollar campaign they conceived for Las Vegas.
What a campaign:
The Web-based promotion documents small-town Texans enjoying a vacation in Las Vegas. The agency painstakingly selected citizens from Cranfills Gap, Texas, then sent them on a free a Vegas vacation; they captured their experiences in web videos. An elaborate website ties it all together.
Sample campaign video:
You can see all of the videos on YouTube here.
Truth be told, I feel a little bit like the Texans who went to Vegas: I'm happy to have met the people at Critical Mass Chicago, overwhelmed by their hospitality and generosity, and I'm a better person for having had the experience.
Thanks, Critical Mass Chicago for a great afternoon.
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