The Web Marketing Association is proud to present this 2025 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best B2b Online Campaign, Best Entertainment Online Campaign, Best Telecommunication Online Campaign, Best Of Show Online Campaign
With small business enthusiasm at a 10-year low, AT&T Business did the unexpected: we reunited the cast of the worst-run office ever (The Office) and asked them to help calm the nerves of business owners. Since business owners reported suffering from sleep deprivation due to the worries related to their business, we launched a talking pillow filled with positive affirmations. Because if AT&T Business can help The Office cast run a small business, we can help anyone. Each cast member was responsible for a different business archetype — from ‘Expert’ to ‘Community Builder’ to ‘Visionary’ — and all business owners had their own custom track, created to help relieve small business anxiety. But a talking pillow and an album, connected seamlessly by a phone weren’t enough. We created a business that manufactured these talking pillows, to show that anyone can start their own business. Even Rainn, Craig, Jenna, Brian, Creed, and Kate. Our tagline summed up our strategy: You Can’t Dream If You Can’t Sleep.
Contributors:
| BBDO LA | |
| Critical Mass | |
| Hearts & Science | |
| Ketchum | |
| Smuggler | |
| Work Editorial | |
| Jane TV | |
| Lime Studios | |
| Canary Marketing | |
| Embry Rucker Photography |
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!