Another year is in the rearview mirror as 2023 comes to a close. During a season of reflection as the new year approaches, strategy‘s staff got together to compile some of our favourite work from ad agencies in the past year, highlighting ideas that we feel are worthy of a little more recognition before the year ends.

United Way Greater Toronto

One of the most attention-grabbing acts by an ad agency this year, in my mind, came from Sid Lee’s work with United Way Greater Toronto in September, to call attention to the country’s ongoing affordability crisis.

Alongside Sid Lee, the United Way Greater Toronto transformed an underground 150 sq ft. residential parking spot into a one-bedroom rental opportunity, available for $250 per month. The act was meant to underline how rising rent and stagnant wages have left many only able to afford smaller and smaller spaces to live in.

For many, monthly rental costs are growing increasingly difficult to keep up with, let alone trying to buy a home. The parking-space-turned-apartment raises this point for many, and Sid Lee invited key figures in the housing industry, along with influencers and media, to their parking space to drive this point home. It also worked to raise awareness about the work United Way does to tackle housing challenges that many face including housing insecurity and homelessness.

Andrew Jeffrey, StrategyDaily editor

BC Children’s Hospital Foundation

The BC Children’s Hospital Foundation offered a warm hug to moms as the hospital’s fundraising arm activated ahead of Mother’s Day for the first time, earlier this year.

The institution, via the second iteration of its “Small is Mighty” brand platform, released a hero video focusing on the calm, comfort and reassurance that only a mother can provide. The non-profit did this by opting to focus on the small things that mothers do for their kids when they are sick – everyday acts of love that are universal.

The spring campaign was television- and digitally-led, but also supported through direct mail, email and social media. Pattison donated space for OOH, and creative was done by 123w with OMD Canada taking care of the buy.

Christopher Lombardo, senior reporter

Discounts and freebies trend

I’m choosing a theme over a single campaign. While giveaways, contests and discounts have long played a part in marketing strategies, these tactics feel like a special win for consumers when they launch in the middle of today’s soaring-inflation-and-high-interest-rate environment, and during the high-spend holiday season. Will we ever get over the constant sticker shock every time we shop?

So I’m giving a shout out to a few of the campaigns that found fun and novel ways to provide much-needed price relief, even if is (or was) for a limited time. With its “When it Rains, We Pour” campaign by Saint Bernadine Mission Communications, Wheelhouse Brewing Company, based in Prince Rupert, B.C., is tying three tiers of discounts for its flagship pale ale to the amount of rain that falls. Maple from Canada, the Quebec Maple Syrup Producers brand, launched “Bill the Maple” by Rethink, which reimburses Americans every time they choose more expensive pure maple syrup instead of the default table syrup at restaurants that serve breakfast. Then there’s Pizza Hut’s “Repizza” campaign, by Leo Burnett, which allowed customers, for one day, to trade in any used empty pizza box for one of its Handcrusted Pizzas. While I myself didn’t or couldn’t take advantage of these savings, it feels like a win for those who could.

Wendy Kan, reporter

GE Appliances

Bob Park and GE Appliances are high on my nice list this year because of how they looked to make more of an impact beyond splashing cash for logo exposure across stadiums. They’re a massive supporter of Canadian soccer, but specifically it’s their involvement in the women’s game that gets them on this list.

The company is investing to reverse the insight that 82% of girls stop playing football before adulthood due to a lack of role models. Through a variety of partnerships, including GE brand ambassador and Canadian national women’s team player Quinn, the company is working to try and empower women to see a future in the beautiful game. GE Appliances backed up its support for the women’s game through additional sponsorship funding for the national women’s team.

Hopefully, more brands will follow suit and support the game to achieve the growth it deserves in Canada.

Neil Ewen, associate publisher

Zulu Alpha Kilo

The Nice List sounds like something Santa should get final approval on, so I picked one that I’m sure will pass muster – and bonus tag, it also qualifies for strategy’s Agency holiday card gallery.

My pick is the annual Zulu Alpha Kilo holiday video, which once again surprises people with a Christmas cash windfall, this time with a twist.

Going for all the feels, and succeeding, this year’s edition takes us into the world of the relentlessly optimistic charity canvasser, ubiquitous on downtown street corners (who we all likely guiltily dodge on a regular basis). With Zak Mroueh behind the camera, we finally catch their eye and appreciate the stamina it takes to maintain that upbeat positivity.

Just when you think a Zuligan is going to pop into frame with a giant sack full of money to brighten their day, the plot turns and… well, watch it and see.

In the spirit of generating generosity and spreading kindness, anyone who views Donation Dodgers will feel the urge to do some good, moved by the pay-it-forward inspiration.

Zulu once again tied the bow on this holiday effort with donations made to the Toronto Daily Bread Food Bank, the Greater Vancouver Food Bank and New York’s City Harvest.

Mary Maddever, editorial director