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Canada Critical Mass

Tongue in cheek #MovetoCanada recruitment campaign is just the job


By John Glenday, Reporter

March 16, 2016 | 2 min read

Canadian design agency Critical Mass has sought to capitalise upon growing disillusionment amongst Americans by launching a tongue in cheek recruitment campaign urging Americans to move north to find sanctuary within their Toronto and Calgary offices.

Dovetailing with the sensational US presidential race which has seen Donald Trump and Bernie Sanders hog all the headlines, the agency is seeking to highlight the stability of their home country famed for its mounted police, lumber jacks and maple syrup.

Tapping the zeitgeist Critical Mass has created exhorting wanderlust Americans to ‘Make Canada Even Greater’ by joining their team following news that the search term ‘move to Canada’ had spiked by 1,000 per cent in recent weeks with 28 per cent of US voters said to be considering a move.

Critical Mass chief executive Dianne Wilkins said: “We’re in a unique place to comment on, and participate in, this public half-comedy, half-serious discussion that’s going on out there.”

The topical campaign has already done the job for Critical Mass which has seen traffic to its Toronto careers site surge by 2,310 per cent and 244 per cent in Calgary.

Canada Critical Mass

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