2021 Strategy Awards: BBDO crowned Grand Prix winner

This year's Gold winners include Anomaly, Cossette, FCB, Ogilvy, Milestone, Rethink, Taxi and The Local Collective, and were revealed during day two of MES.

After a year-long hiatus, the Strategy Awards returned in 2021 with a virtual reveal of the Gold winners during day two of the Marketing Evolution Summit (MES).

Jury members gathered to discuss the best strategic planning and insights to come out of Canada, unanimously agreeing that BBDO’s “Parkscapes” campaign for the Regent Park School of Music deserved to be awarded the coveted Grand Prix.

That same campaign – which involved getting the students to create an album of original tracks, sending any royalties and residuals generated by artists sampling the tracks directly back into the school – also went home with two Golds and a Bronze.

Gold trophies were also awarded to agencies Anomaly, Cossette, FCB, Ogilvy, Milestone Integrated Marketing, Rethink, Taxi and The Local Collective for work produced for Bud Light, the Egg Farmers of Canada, BMO, BMW, CDSS, Dove, NUK, London Drugs, The Canadian Women’s Foundation and Roncesvalles Village BIA (see the Gold medalists below).

This year, 17 agencies were recognized for strategic work from the last two years, with strategy opening the competition up for a double cohort after postponing the awards as a result of the pandemic. FCB and Zulu Alpha Kilo, in particular, were among the most awarded shops: the former added 3 Golds, 7 Silvers and 2 Bronze to its mantle, while the latter added 8 Silvers and 1 Bronze.

Watch what the co-chairs and some of this year’s jurors had to say about the work that won Gold in the virtual roundtable from today’s MES conference below.

And to see all of the winners, including Silver and Bronze, and their case studies, visit the Strategy Awards site here.


Regent Park School of Music

Grand Prix
: Cause/Public Service
Gold: Game Changer 


“Financial Fairness”

Gold: Evolution Strategy: Keeping it Fresh

“Stage Your Driveway”

Gold: Connection Strategy

Canadian Down Syndrome Society
“Project Understood”

Gold: Cause/Public Service

Ogilvy Canada

Unilever (Dove)
“Courage is Beautiful”

Gold: Creative Catalyst
Gold: Social/Conversational Strategy


Bud Light

Gold: Content Strategy


Egg Farmers of Canada
“It’s Not Weird”

Gold: Turnaround Strategy


London Drugs
“Cards For All”

Gold: Multicultural Strategy

The Local Collective

Roncesvalles Village BIA
“Not For Lease”

Gold: Challenger Strategy

Milestone Integrated Marketing

“NUK 3am Club”

Gold: Niche Strategy


Canadian Women’s Foundation
“Smells Like Inequality”

Gold: Social/Conversational Strategy