The campaign by Critical Mass, sees 200 public displays scattered around Seattle, mainly on the Amazon campus, along with print and digital ads
Working with the Calgary Economic Development office, they launched a campaign to persuade Amazon to choose Calgary as the location for their second headquarters (HQ2). Critical Massplastered Seattle with large-scale billboards and street art written in chalk with playfully provocative copy like, "Hey, Amazon. We’d change our name for you. Calmazon? Amagary? Love, Calgary" or "Hey, Amazon. We have 10 ski resorts. Super close. Even you can't move mountains. Love, Calgary". One of the billboards is placed directly outside of Amazon's downtown corporate office with the phrase, "Hey, Amazon. Not saying we'd fight a bear for you... but we totally would."