The Web Marketing Association is proud to present this 2025 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Consumer Goods Integrated Ad Campaign, Best Food Industry Integrated Ad Campaign, Best Sports Integrated Ad Campaign
We created the Almost Champions Ring of Comfort, the first-ever Super Bowl ring for the LOSERS of the Super Bowl. To do this, we worked with scientists and diamond-making experts to transform comforting M&M’s Peanut Butter into glittering diamonds to be placed on the ring. (For real. We actually did this!) We also created a Super Bowl ad to showcase the ring, starring three NFL Hall of Famers who famously never won a Super Bowl (Dan Marino, Bruce Smith, Terrell Owens), as well as Scarlett Johannson, an A-List actress who lost two Oscar races in one year. Immediately after the game, CBS Sports anchor Matt Ryan was standing by to hold up the shiny ring and announce that it would be gifted to the hometown of the losing team, San Francisco. At last, Almost Champions everywhere could raise their glittering hands in triumph.
Contributors:
| BBDO NY Creative Directors: | Matt MacDonald, Peter Kain, Marcelo Nogueira, Tom Kraemer, Judd Counsell, Breno Ribeiro. Luz Arroyo |
| Almap BBDO team: | Marco Aurelio Giannelli, Rafael Gil, Rodrigo Almeida |
| BBDO NY Creative Team: | Maya Iwata, Benner Rawley, Ross Hull, John Ratkowiak, Jong Yeu Wu, Brenda Cho |
| BBDO Strategy & Account Team: | Vanessa Romann, Yin Chung, Caitlin Patrick, Grace Hargrave-Thomas, Melissa Reisman, Cory Bork |
| BBDO NY Production Team: | Kimberly Clarke, Scotty Schuckies, Cleo Montagnana, Shelly Bloch, Julia Millison |
| Critical Mass Creative Directors: | Val Carlson, Andrew Lavery, Jen Dorman, Will Danilow, Ty Johnson, Eric Jorgensen, Javier Olivares |
| Critical Mass Creative Team: | Liam Walsh, Emma Rosenberg |
| Critical Mass Strategy & Account: | Brian Asner, Shawn Thompson, Alysson Scartz, Michael Kelly, Meghan Sejna, Lauren Rapoport |
| Production Partners: | O Positive Films, House Special, MackCut, Sound Lounge, Sonic Union, JSM, Rare Medium |
| Additional Partners: | Tracy Locke, Essence Mediacom, Weber Shandwick |
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!