In the lead-up to the Cannes Lions International Festival of Creativity, Strategy tapped some of this year’s jurors from the Marketing Awards – since they recently spent a good chunk of time sifting through hundreds of cases from Canada’s top agencies – to tell us who they think will bring home a Lion in 2025. In part 1 of our three-part series, Dave Watson from Broken Heart Love Affair, Steve Savic from Critical Mass and Josh Budd from Citizen Relations tell us who they think will make waves next week.

The work: Brand identity for Doki Doki
The agency: No Fixed Address
The client: Doki Doki
Where it should win: Design

“One of my favourite Canadian designs this year is the branding for Doki Doki by No Fixed Address. It’s one of those projects I wish I had done. From the bold logomark to the conceptual use of typography, it’s a system that feels fresh without trying too hard. The visual language is dynamic, playful and considered. While it nods to video-game nostalgia, the identity stands firmly on its own. It’s smart, stylish, and should resonate with international judges at Cannes. Fingers crossed this, and other Canadian entries, own the podium this year.”
– Dave Watson, head of design, Broken Heart Love Affair

The work: “The Final Exam” 
The agency: BBDO 
The client: Change the Ref
Where it should win: Entertainment for Lions Gaming

“An ambitious fusion of experiential storytelling, innovation and education, “The Final Exam” will see love in many award categories at Cannes. In this versatile, immersive interactive campaign, your life is on the line as you play through a gamified school shooting. I’m a huge fan of first-person digital experiences, and this one stands out for how it achieves the high gameplay bar that gamers want to see. Designed to upend the notion that video games cause gun violence, it’s a gut-wrenching experience that delivers a powerful message with gut-punch impact.
– Steve Savic, EVP-ECD, Critical Mass

The work: “We’re All F–ked”
The agency: One23West
The client: The B.C. Securities Commission
Where it should win: Film

“I’ve got high hopes for One23West’s “We are all Fucked” for BC Securities Commission. When I first saw this work, two things happened: 1) a deep pang of envy and 2) the song embedded in my head on repeat for the next 48 hours. It’s a fun way to deliver a haunting truth that will earn points for the strategic approach and the originality and craft of execution. Finally, we can’t discount the potency of an ear worm in a jury room – I can picture the jury breaking for lunch humming along as they line up for the buffet.
– Josh Budd, CCO, Citizen Relations