MoveToCanadaEh
Move To Canada, Eh?
Critical Mass | COPYWRITING
Go North, young man.
Every time American politics whips a shitty (or, you know, gets progressively shittier), it’s customary to turn one’s eyes to the True North Strong And Free. And, because we’re Americans, we assume that assimilation would be simple. It’s just different money, different bacon, and different toppings on fries, right? It’s not like there’s a border wall (yet).
It turns out it's not all that easy. Canada is a sensible place, and if you're serious about the émigré thing, you'd better have a job lined up. Critical Mass (a Canadian company, by the way) noticed a massive uptick in "move to Canada" mentions in the months running up to the 2016 election and, wishing to extend the maple-scented hand of comradeship, created MoveToCanadaEh in a bid to attract some potential expatriate talent. We wrote, designed, built, and launched the site in about three days.
It started as kind of a joke and a way to blow off some steam. It ended up with coverage in the New York Times, a 2,310% increase in traffic to the Toronto Careers page, 244% more traffic to Calgary, and an increase of 50% to CM.com overall. Not bad, eh?
The Creative Team
Ashley Newcomer, Matthew Gilbert, Ricky Bacon, Joshua Jaffe, Mary Cusick