Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.
By Jonathan Russell & Jennifer Horn
Canada on Sunday earned another 78 nominations across 12 categories at the 2025 Cannes Lions International Festival of Creativity, bringing the total to 98.
The categories announced Sunday morning include Design, Entertainment and Entertainment for Gaming, Music and Sport, as well as PR, Digital Craft, Film Craft, Industry Craft, Media, Social & Creator, and Direct. Yesterday saw the release of the Print, Outdoor, and Health & Wellness Lions finalists.
The latest tally brings the number of Canadian agencies shortlisted to 24, with the number of nods on Sunday highest for Media (14), Direct (13), Film Craft (10), and PR and Social & Creator (both nine).
So far, Rethink is leading the Canadian nominations with 27.
It’s worth mentioning that the country picked up a total of 166 shortlist nods in 2024. Looking further back, Canada set a record in 2023 with 202 mentions. This is compared to 89 in 2022 and 141 in 2021.
Winners for all of the Craft (Digital, Film and Industry) and Entertainment (Gaming, Sport and Music) Lions, as well as Design, will hit the stage Tuesday evening in the Palais, with strategy breaking the news at 9:30pm (CEST) / 3:30pm (EST). Wednesday will see the release of winners in Direct, Media, PR and Social & Creator. Meanwhile, Film winners will be revealed on Friday.
Design (1)
“Doki Doki: Posters You Can Hear”
Doki Doki
No Fixed Address Toronto
Posters
Entertainment for Gaming (1)
“The Toxicity Rating”
Melanin Gamers
Leo Toronto
Diversity and Inclusion in Gaming
Entertainment for Music (2)
“The Last Timbit”
Tim Hortons
Gut Toronto / The Last Timbit musical team
Use of Original Composition
“Skip the Diss”
Skip
Courage Toronto
Breakthrough on a Budget
Entertainment for Sport (9)
“Sport Your Period”
Knix
Rethink Toronto
Sports Live Experience
Diversity and Inclusion in Sport
“Paid Through Parents”
Molson Coors
Rethink Toronto
Fan Engagement/Distribution Strategy
Influencer and Co-creation
Brand Partnerships, Sponsorships and Collaborations
Partnerships with Sports Talent
“Coors Light Coors Light”
Molson Coors
Rethink Toronto / Droga5 New York
Challenger Brand
Influencer & Co-Creation
Breakthrough on a Budget
PR (9)
“Pet-ition”
Mattie’s Place
Publicis Canada Toronto
Not-for-Profit/Charity/Government
Innovative Use of Influencer/Creators
Public Affairs and Lobbying
“Open Engagement”
KFC Canada
Courage Toronto
Social Engagement
“Born to Fly”
Air Canada
FCB Toronto
Real-Time Response
“Mustard X Mustard”
The Kitchen North America X Cashmere
MK Films Chicago
Content Discovery and Amplification
“Can’t Unsee It”
Heinz Ketchup and Mustard
Rethink Toronto
Innovative Use of Influencers/Creators
“Skip Winter Delivery Fleet”
Skip
Courage Toronto
Use of Events and Stunts
“Airbnb Icons”
Airbnb
Weber Shandwick Toronto / Los Angeles / San Francisco / Seattle / Atlanta
Sponsorship and Brand Partnerships
Digital Craft (3)
“Windows break”
KitKat
Courage Toronto
Real-time Contextual Content
“Skip spell codes”
Skip
Courage Toronto
Real-time Contextual Content
“U up?”
IKEA
Rethink Toronto
Personalised Storytelling & Experience
Film Craft (10)
“The Count”
SickKids Foundation
FCB Toronto
Production: Iconoclast Los Angeles / Arc Creative Studio Aurora / Soundtree Los Angeles / Work Editorial Culver City
Casting
Use of Original Music
Editing
“18 Months”
Second Nurture
Klick Health Toronto
Production: Jamute Sao Paulo / Zombie Studio Sao Paulo
Production design/art direction
Achievement in production
Animation
“80 Degrees”
Nescafé
Courage Toronto
Production: Hawai Films Madrid / Spy Films Toronto / Alter Ego Toronto / Outsider Editorial Toronto / Vapor Music Toronto
Production design/art direction
Use of Original Music
“Finish it”
Terry Fox Foundation
Diamond Toronto
Production: Nimiopere Toronto / Scouts Honour Toronto / Alter Ego Toronto / Tantrum Studio Toronto / Walker New York
Use of Licensed/Adapted Music
“Most Likely To”
Dove
Ogilvy Toronto
Production: Pink Calculator Toronto / Smuggler @ Soft Citizen Toronto / Alter Ego Studio Los Angeles / Cabin Editing Company Los Angeles / New York
Achievement in Production
Industry Craft (2)
“Lucas”
EGALE Canada
VML Toronto
Copywriting: Print and Publishing
“Jazmine”
EGALE Canada
VML Toronto
Copywriting: Print and Publishing
Media (14)
“Can’t Unsee It”
Heinz Ketchup & Mustard
Rethink Toronto / Carat Toronto, Chicago
Consumer Goods
Innovative Use of Influencers / Creators
Use of Brand or Product Integration into a Programme or Platform
“Airbnb Up-House”
Airbnb
Weber Shandwick Toronto / San Francisco / Los Angeles / Seattle / Atlanta
Large-Scale Media
Use of Digital Platforms
Use of Brand or Product Integration into a Programme or Platform
“Mustard X Mustard”
Heinz Mustard
The Kitchen North America Toronto, Chicago / Cashmere Agency, LA / Africa Creative DDB, San Paulo / Hearts & Science Dallas / Carat New York
Use of Brand or Product Integration into a Programme or Platform
“Sleep With Rain”
AT&T Business
Critical Mass Calgary / West BBDO Los Angeles
Consumer Services / Business to Business
“Stigmavir”
Casey House
Bensimon Byrne Toronto
Small-Scale Media
“Big Red Spoons”
Dairy Queen
Publicis Canada Toronto
Large-Scale Media
“Skip Winter Delivery Fleet”
Skip
Courage Toronto / UM Toronto
Use of Events and Stunts
“Most Likely To”
Dove
Ogilvy Toronto / PHD Toronto
Audience Insights
“Wäsche of the Wild”
Destination BC
Zulu Alpha Kilo Vancouver, New York, Toronto / Noise Vancouver / Wasserman Vancouver
Audience Insights
“Screen Sponsors”
Special Olympics Canada
Grey Canada Toronto / Aber Toronto / GroupM Toronto
Breakthrough on a Budget
Social & Creator (9)
“U up?”
IKEA
Rethink Toronto
Innovative Engagement of Community
Social Commerce
Use of Humour
Breakthrough on a Budget
“Four Seasons Baby”
Four Seasons Hotels and Resorts
We Are Social
Travel, Leisure, Retail, Restaurants and Fast-Food Chains
Real-Time Response
“Paid Through Parents”
Molson Coors
Rethink
Sponsorship and Brand Partnership
Single-Market Campaign
“Can’t Unsee It”
Heinz Ketchup & Mustard
Rethink Toronto
Consumer Goods
Entertainment (5)
“My Friend, Max Hate”
White Ribbon
Bensimon Byrne
Fiction Film: Up to 5 minutes
“Can’t Unsee It”
Heinz Ketchup & Mustard
Kraft Heinz
Rethink
Brand Partnerships, Sponsorships & Collaborations
“Mustard x Mustard”
Heinz Mustard
The Kitchen North America / Cashmere Agency
Brand Partnerships, Sponsorships & Collaborations
“The Earlishow”
Earlitec Diagnostics
IPG Health Toronto / Area 23 New York
Innovation in Branded Content
“The Trial (Film)”
All IN Action Fund
Klick Health Toronto
Cultural Engagement
Direct (13)
“Mustard X Mustard”
Heinz Mustard
The Kitchen North America Toronto, Chicago / Cashmere Agency, LA / Africa Creative DDB, San Paulo / Hearts & Science Dallas / Carat New York
Use of Broadcast
Real-Time Response
Launch / Relaunch
“U up?”
IKEA
Rethink Toronto
Use of Social Platforms
Challenger Brand
Breakthrough on a Budget
“Pizza Wrmer”
Pizza Hut
Leo Toronto
Travel, Leisure, Retail, Restaurants & Fast-Food Chains
Social Behaviour
“Windows break”
KitKat
Courage Toronto
Real-Time Response
“Open Endorsement”
KFC Canada
Courage Toronto
Co-Creation & User-Generated Content
“Heinz Chip Dip”
Kraft Heinz
Rethink
Experience Design
“Most Likely To”
Dove
Ogilvy Toronto
Single Market Campaign
“Welcome Card”
Rogers
Publicis Canada, Toronto
Corporate Purpose and Social Responsibility
Correction: Rethink Toronto was previously omitted as a co-agency on the Molson Coors “Coors Light Coors Light” campaign in the official Cannes Lions shortlist and winner lists. All related articles and award tallies have now been updated to accurately reflect Rethink’s contribution and Canada’s total.
