The entries to the 2024 Strategy Awards have been evaluated and now the awards’ shortlist is ready to be revealed.
The Strategy Awards celebrates the best marketing and advertising strategy work in Canada, recognizing campaigns that solved specific problems, recognizing the strategy shifts that positioned brands in a new light.
This year’s jury selected the award nominations, assisted by a shortlist jury to narrow down the field of entries. The jury was co-chaired by The&Partnership president André Louis and Telus vice president of brand marketing Lisa Mack.
The Strategy Award winners will be recognized at a gala ceremony in Toronto on October 1. More information can be found on the Strategy Awards website.
| Campaign | Agency | Client |
|---|---|---|
| Addy’s Crystal Ball | Citizen Relations | SickKids Foundation |
| Advil Head Settings | Edelman | Haleon (Advil) |
| Aim for Change | VML | 97Percent |
| Airways | Edelman | Allegra |
| Asshole Activists | Citizen Relations | Tushy |
| Award Show Hack | Bleublancrouge | The InLaws Audio House |
| Balikbayan Magic | VML | The Coca-Cola Company |
| Bill the Maple | Rethink | Quebec Maple Syrup Producers |
| Bills Paid on Time | FCB | BMO |
| Concussion Story | Rethink | YWCA Metro Vancouver |
| Coors Lights Out | Rethink | Coors Light |
| Doritos All Dressed NPCs | BBDO | PepsiCo (Doritos) |
| Find Your Winter Thing | Publicis | Canadian Tire |
| Finger Lickin’ Open Endorsement | Courage | KFC |
| Fry Funeral | Courage | KFC |
| Goldfish Flavour Blasted | Zulu Alpha Kilo | Campbell’s (Goldfish) |
| Have AI Break | Courage | KitKat |
| Heal the Future | Cossette | SickKids Foundation |
| Heinz Ketchup & Seemingly Ranch | Rethink | Kraft Heinz (Heinz Ketchup) |
| Injectable Billboard | Ogilvy | Unilever (Dove) |
| Inployable | FCB | Canadian Down Syndrome Society |
| It’s Not the Same Without Your Buds | Anomaly | Labatt Breweries of Canada (Budweiser) |
| Just Date a Farmer | Rethink | Kraft Heinz (Just Crack an Egg) |
| Keep It Real Can | Citizen Relations | Molson Coors Beverage Company |
| Let’s Take It Slow | Courage | Turtles |
| Made From Fiona | King Ursa | Timberland |
| Mix Your Neighborhood | Ogilvy | Corby Spirit and Wine Limited (Absolut Vodka) |
| Mr. Beavers Yule Log | Sid Lee | IGA |
| Next to Stok’d | Angry Butterfly | Stok’d Cannabis |
| NXT NXT LVL | FCB | BMO |
| Ontario Racing Unfiltered | VML | Ontario Lottery and Gaming Corporation & Ontario Racing |
| OpenHouse | Sid Lee | United Way Greater Toronto |
| Philly Bagel Wholes | Rethink | Kraft Heinz (Philadelphia Cream Cheese) |
| Pride Unravelled | VML | Egale |
| QJar Codes | Rethink | Kraft Heinz (Kraft Peanut Butter) |
| Roots Remastered | McCann | Bayer CropScience |
| RSV Awareness & Arexvy Launch in Canada | GSK | Edelman |
| Ryan Reynolds – Donate to SickKids | Maximum Effort | SickKids Foundation |
| Safety On My Mind | Sid Lee | Belairdirect |
| Pride Tape For All | Rethink | Scotiabank |
| See My Name | Rethink | Molson Coors Beverage Company |
| Send All the Love | Courage | CIBC |
| Sephora Illumination | Zulu Alpha Kilo | Sephora |
| Short Life Stories | Bensimon Byrne | White Ribbon |
| SHT | Edelman | IKEA |
| The Brilliance of the Human Hand | DonerNorth | Staedtler |
| The Frequent Fryer Program | Cossette | McDonald’s |
| The Hockey Jersey | Rethink | Scotiabank |
| The Menu Song Remix | Cossette | McDonald’s |
| The Molson Exchange | Citizen Relations | Molson Coors Beverage Company |
| The Planet’s Scariest Bouquet | Zulu Alpha Kilo | Environmental Leadership Canada |
| The Side Hustle | Sid Lee | Héma-Québec |
| The Sneaky Endorsement | Sid Lee | IGA |
| The Unstandardized Desk | Zulu Alpha Kilo | D2L |
| Truth Boxes | Leo Burnett | Toronto Star |
| Unapologetically Human/Love Is Messy | Broken Heart Love Affair | Kruger Products |
| What Did You Learn Today? | Target | St. Bonaventure’s College |
| What No One Tells You When You’re Expecting | Courage | North York General Hospital |
| Who I Really Am | Publicis | CEE Centre for Young Black Professionals |
| You Gotta See What We See | Bensimon Byrne | Destination Toronto |
