After months of debate, dialogue and deliberations, the wait is over: The shortlist for the 2025 Strategy Awards has been revealed.
The 16-member shortlist jury and the 12-person main jury for the Strategy Awards have narrowed this year’s group of entries down to 57 contenders. McCann World Group chief strategy officer AJ Jones and Edison Strategy managing partner Bob Park are serving as co-chairs for this year’s awards.
The Strategy Awards celebrate Canada’s top brand-building ideas and insights and the planners behind them. This year’s winners will be recognized at a gala ceremony in Toronto after the CMO Forum on Sept. 30.
For more information, visit the Strategy Awards website.
| Campaign | Agency | Client |
| 75 Doors | Target | Big Brothers Big Sisters of Eastern NL |
| 80 Degrees | Courage | Nescafé (Nestle) |
| Actually, It’s IKEA | Rethink | IKEA |
| Art Rate Monitor | Zulu Alpha Kilo | Art Gallery of Ontario (AGO) |
| Balikbayan Magic: Philippine Oriental Food Market | VML | The Coca-Cola Company |
| Be Right Back | FCB | BMO |
| Big Red Spoons | Publicis Toronto | Dairy Queen |
| Bipartisan Wings | Zulu Alpha Kilo | Pizza Pizza |
| Born to Fly | FCB | Air Canada |
| Bring the Flame to Montréal | LG2 | Tourisme Montréal |
| Bud Zero King of Zero | Anomaly | Bud Zero (Labatt Breweries of Canada) |
| Canada’s First WNBA Team | Mettle | Toronto Tempo |
| Don’t Put Your D*ck Here | Will | Children of the Street |
| Even Champions Need Champions | McCann | Kids Help Phone (KHP) |
| Find your Fryternity | Cossette | McDonald’s |
| Finger Lickin’ Injury Claims | Courage | KFC |
| Following Wildfire | Dentsu Creative | Tentree |
| Frostyflation | McCann | Wendy’s |
| Get The Name Right | FCB | Scotties (Kruger) |
| GO Discover The Journey | Ethnicity Matters | Metrolinx |
| Heal-Ink | McCann | Kids Help Phone (KHP) |
| It’s The Flavour | VML | Fuze (The Coca-Cola Company) |
| Just Like Her | Leo | Canadian Tire |
| KFC x KD | Courage | KFC / Kraft Heinz |
| Meeting With The Past | Zulu Alpha Kilo | HomeEquity Bank / The Legion National Foundation |
| Meow-a-Thon | Leo | Smucker Foods |
| Missing Tastes of Home | One23West | Real Canadian Superstore |
| My Friend, Max Hate | Bensimon Byrne | White Ribbon |
| Mystery Fridge | Sid Lee | Belairdirect |
| No Need for Speed | LG2 | Gouvernement du Québec |
| One in 100 | The Local Collective | Safehaven Toronto |
| Pet-ition | Publicis Toronto | Mattie’s Place |
| Pizza WRMR | Leo | Pizza Hut |
| Pole Pillows | Diamond | TD Insurance |
| Put on a Smile | Forsman & Bodenfors | First Response (Church & Dwight) |
| Rainfall Warnings | FCB | Fountain Tire |
| Screencare | FCB | Burt’s Bees |
| See You There | McCann | Black & Abroad |
| Shower Sensors | Edelman | Dove (Unilever) |
| Skip The Diss | Courage | Skip |
| Skip To The Good Part | Courage | Skip |
| Sound of a Hug | Zulu Alpha Kilo | Huggies (Kimberly-Clark) |
| Stigmavir | Bensimon Byrne | Casey House |
| Store-y Tales | McCann | Mastercard |
| Superstitious | Courage | KFC |
| Team Up for the Cup | Mekanism | Boston Pizza |
| The Count | FCB | SickKids Foundation |
| The DIYctionary | Sid Lee | Rona |
| The I Loathe Porch Pirates Package | Leo | Ecobee |
| The Investment Issue | LG2 | La Banque Nationale du Canada |
| The Kingdom of Ardrossan | Berlin Communications | Strata Developments |
| The TD Super Portfolio | Leo | TD |
| The Unseeable Campaign | Ogilvy | TD |
| Thrift Drop | Momentum Worldwide / FCB / Weber Shandwick | Lotto Max (OLG) |
| Trollboards | Courage | Skyscanner |
| Unwrap the Good | FCB | BMO |
| Write Us Off | Angry Butterfly | Jane/Finch Community Centre |
