Critical Mass created a social test drive – an interactive video experience simulating the feeling of driving the BMW 8 Series with a soundtrack composed from actual vehicle sounds. Instagram and Instagram story hacks let users exert control over the sound and lighting effects around the car as they tap through.

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The Agency A List: Critical Mass

Focused on the customer

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Up to the Minute: Stephen Thomas names director of digital strategy

Plus, U92 and Alice & Smith get a new GM and Mint announces several new clients.

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Oka wants to make fine cheese accessible

A multiplatform push in Ontario aims to make it “ok” to enjoy specialty cheese during more occasions.

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Fondation Emergence makes online hate hard to ignore

The non-profit used provocative wild postings to fight the spread of homophobic and transphobic comments on social.

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Leon’s launches stylish campaign with new AOR

Bimm is working towards changing the way Canadians perceive the 110-year-old furniture retailer.

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Virtue hires head of business development for Canada

Whitney Milne returns to Vice’s creative agency to drive new business opportunities in its Canadian office.

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RBC brings friendly approach to Quebec

The bank enlists another comedic actor to show the financial tools and services that differentiate it from the competition.

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Let awards set new standards for the industry

Responding to a column earlier this week, Havas’ Alex Panousis explains why she embraces her addiction to shiny things.

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Air Canada in exclusive talks to acquire Transat

Canada’s largest airline is looking to establish a leadership position in the leisure travel market.

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Okanagan Spring dives into ‘OK Times’

Year two of the beer brand’s summer campaign celebrates youthful, laid-back summer fun.

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How No Frills aims to keep up the momentum of ‘Haulers’

The retailer’s marketer explains how an online video game will help it bring even more excitement to deal hunting.

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FCB Toronto wins Gold at Clio Sports

A total of six Canadian agencies and brands brought home hardware from the awards recognizing sports-centric work.

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Match Marketing hires ECD in Toronto

Jason Mota steps into the role having most recently served at CD at Gale Partners in Toronto.

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MaRS redefines ‘innovation’ in first campaign

The Toronto innovation hub aims to ease anxieties and cliches behind the buzzword by focusing on startups doing good.

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Kraft Heinz brings Mayochup north

The Canadian arm of the CPG hopes to breathe new life into ketchup with the popular U.S. hybrid of mayonnaise and ketchup.