Whether it’s a rookie vs. veteran sport-spokesman faceoff, exploring new social mediums or creating campaigns to generate buzz reaching millions, strategy rounded up some of the other bests of the year as 2012 comes to a close.

Bravest campaign of the year: McDonald’s 15,000 answers

Sequel of the year: BMW’s slow-motion thriller

Pop-culture tie-in of the year: Heart and Stroke’s undead record

Best brand use of celebrity athletes: Dove & Sport Chek’s macho men

Breakout social media site of the year: Pinterest pins success