Who won at the 2017 Strategy Awards?

Huggies and SickKids secured Grand Prix awards at this year's gala recognizing the best in strategic planning.


Plan. Act. Win a Strategy Award. Repeat.

It’s a virtuous circle that proves strategy does indeed beget success, with SickKids (this year’s Grand Prix Public Service winner) taking home fox trophies two years in a row for yet another strategic repositioning that pushed the boundaries of cause marketing.

This also isn’t the first top prize for Huggies, another Grand Prix winner. Its strategy department’s efforts to ingratiate the brand with new parents led it to be repeatedly lauded at multiple awards shows.

These, and 22 other brands, from beer to CPG to toilet paper, presented work that a jury of strategists and planners – both from agency and brand sides – evaluated based on their ability to lead a shift in thinking and positioning.

Developed in association with APG Canada and an advisory board comprised of senior planning and marketing execs, the second annual awards celebrate the ideas that strategists contribute to a brand’s blueprint. Turn the page to learn more about the campaigns’ rich insights that led to a wealth of results.

To view all of the winners’ case studies, click here.

Kimberly-Clark (Huggies)/Ogilvy & Mather
No Baby Unhugged

Grand Prix
Gold: Game Changer
Gold: Challenger strategy
Silver: Turnaround Strategy
Silver: Creative Catalyst

SickKids Foundation/Cossette
SickKids VS

Grand Prix Public Service
Gold: Creative Catalyst
Gold: Evolution Strategy: Keeping It Fresh
Silver: Cause
Silver: Connection Strategy

RBC/Grip Limited
Make 150 Count

Gold: Canada 150 Strategy

Central City Brewers & Distillers
Red Racer Across the Nation Collaboration

Silver: Canada 150 Strategy

Tourisme Montréal/Lg2

Bronze: Canada 150 Strategy

Canadian Down Syndrome Society/FCB Toronto
Down Syndrome Answers

Gold: Niche Strategy
Gold: Cause
Gold: Connection Strategy

Rethink Breast Cancer/Lg2

Gold: Cause
Silver: Niche Strategy

Starlight Children’s Foundation Canada/Rethink

Silver: Cause

Drug Free Kids Canada/FCB/SIX
The Call That Comes After

Gold: Connection Strategy
Silver: Cause

Alberta Securities Commission/Edelman
One Good Scam

Silver: Connection Strategy
Bronze: Cause

Labatt Brewing Company (Budweiser)/Anomaly 
Light Up The Nation

Bronze: Connection Strategy
Bronze: Evolution Strategy: Keeping it Fresh

Kruger Products (Cashmere)/Maxus/John St.
Now Streaming by Cashmere

Bronze: Connection Strategy

Ontario Lottery and Gaming Corporation (OLG)/BBDO
Your Horse

Gold: Turnaround Strategy

Ontario Tourism Marketing Partnership Corporation/FCB
Where am I?

Silver: Game Changer
Bronze: Creative Catalyst
Bronze: Turnaround Strategy

Take Note/BBDO

Silver: Creative Catalyst
Bronze: Challenger Strategy

Questrade/No Fixed Address
Tough Questions

Silver: Challenger Strategy

Interval House/Union
The One That Got Away

Silver: Game Changer
Bronze: Cause

La grande guignolée des médias/Tam-Tam/TBWA
One Less Box To Move

Silver: Game Changer

Procter & Gamble (Gain)/Leo Burnett Toronto
Gain by Gain

Silver: Evolution Strategy: Keeping it Fresh

TFB & Associates (Fisherman’s Friend)/Giants & Gentlemen
Suck It Up

Bronze: Evolution Strategy: Keeping it Fresh

President’s Choice/John St.
Eat Together

Bronze: Evolution Strategy: Keeping it Fresh

Aric Guité/Havas Worldwide Canada

Silver: Niche Strategy

NABS Canada/Lg2
It Ran

Bronze: Niche Strategy

La Société des alcools du Québec (SAQ)/Cossette
SAQ Inspire

Silver: Research Mastery