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. To wrap up our three-part series, Jordan Doucette from McCann World Group Canada, Jake Bundock from One Twenty Three West and Marie-Eve Best from LG2 tell us who they think will make waves next week.

The work: “Sport your Period”
The agency: Rethink
The client: Knix
Where it should win: Media, brand experience

The idea had me at talk about your period and we’ll pay you. As a woman, it’s exhausting when brands talk at us about a societal issue rather than take action to fix the problem. This campaign not only takes action, but it isn’t quiet about it, and I loved it.

– Jordan Doucette, CCO, McCann World Group Canada

https://youtu.be/ugjmXFmBYe4?si=LjfQ3w8Bcx8S8u1b

The work: “The Best Place in the World to Have Herpes” 
The agency: Motion Sickness
The client: The New Zealand
Herpes Foundation
Where it should win: Health and wellness (awareness and advocacy)

National pride has been in the news a lot lately and turning your national identity into “herpes” takes a level of audacity that, honestly, makes me really jealous. The line “To fix our national pride, the solution is obvious: herpes” making it out of a deck and into the real world should be enough for it to win, but also making it participatory, and really well written, definitely earns some extra points.

– Jake Bundock, creative director, One Twenty Three West

The work: Price Packs for Penny
The agency: Serviceplan Group
The client: German supermarket Penny
Where it should win: Brand design (packaging)

Anyone who has worked on packaging design understands how complex it can be to get from idea to store shelves. The commitment it takes to print your product’s price onto the actual label – and to stick with it – is admirable. I also love how impactful this undertaking was for the brand. It’s more than packaging. It’s about a brand walking the talk in a meaningful way and one of the year’s best examples of how good design can challenge the status quo for the better.

– Marie-Eve Best, ECD brand storytelling, LG2