Campaign Agency of the Year Canada 2025

SHORTLIST 2025

Job Title

Group Account Director

Executive Summary

For too long, account management has been seen as a supporting act—important, but not the driver of creativity or business growth. But Shawne Elnicki never got that memo. Her mission? To bring more edge to account management. To prove that account leaders are more than facilitators—they’re catalysts for culture-shaping, business-driving work. Since stepping into NFA, Shawne has transformed client service into a launchpad for cultural relevance, pushing bold ideas that land brands in headlines, shift consumer behavior, and drive undeniable impact like “Bratwurst Summer” and “Bacon is Rain.” The results speak for themselves: under Shawne’s leadership, NFA’s partnership with Maple Leaf Foods grew by 600%, expanding from a one-off project to a multi-brand, multi-million-dollar portfolio. She pioneered NFA’s social and reactive arm, transforming how brands engage in real time. And she’s built deep trust with clients, empowering them to take risks, break convention, and create work that wins both hearts and market share. She’s also the funniest person in any room—a walking one-liner machine whose humour makes the work even better. Shawne is equal parts business mind and creative catalyst, a strategist, a builder, and an industry-shaping force. Her impact on the future of account management undeniable.

Agency Producer or Team

This award recognises agency producers who have displayed the most innovation, skills and enthusiasm when executing agencies’ campaign ideas.

Agency Producer Team, Lifelong Crush

Individual Headshot or Team Image

Job Title

Producer Team

Executive Summary

The Lifelong Crush producer group is a spirited collective of maker-minded creatives with years of experience in production. Lifelong Crush's production department embodies a culture of creativity, efficiency, and adaptability, underpinned by values that drive their success - such as creativity, scrappiness, adaptability, teamwork, passion, and problem-solving. The team thrives on collaboration, with many members bringing dual talents like design and directing. The Lifelong Crush production team has consistently demonstrated a blend of always-on content and big production projects, driving both creative excellence and business growth. Notable achievements include successful campaigns for high-profile clients like Destination Toronto and Kicking Horse, as well as leadership in producing spots for OK Tire and Kelseys. Their ability to scale, acquire talent, and invest in production infrastructure has led to impressive growth, with revenue expected to double in 2024-2025. Their versatility, creative excellence, and team-driven approach position them for continued success in the advertising industry.

Clair Galea, Courage

Individual Headshot or Team Image

Job Title

Executive Producer

Executive Summary

Clair Galea is a world-class producer who has made the impossible possible across 100+ productions and 7,500+ assets in Courage’s nearly three years. With 20 years of experience, she has built one of Canada’s most formidable production departments, expanding Courage’s capabilities while driving 104% YOY production revenue growth. From orchestrating a 23-day, four-country Nescafé shoot on 35mm film to leading Courage’s biggest production yet with Jon Hamm for Skip, Clair balances ambition, problem-solving, and executional excellence. Whether it’s unearthing lost DBeta footage for KFC, producing CIBC’s hockey-star campaigns, or coordinating same-day activations, Clair finds creative solutions without compromising vision. Her collaborative, “figure it out” mindset ensures every production exceeds expectations. Clients trust her, creatives rely on her, and the industry recognizes her ability to turn ideas into flawless executions. Clair Galea isn’t just a producer—she’s redefining what’s possible in advertising production.

Giordan Sora, Diamond

Individual Headshot or Team Image

Job Title

Head of Production, Experiences

Executive Summary

Great producers don’t just execute ideas—they push boundaries, drive innovation, and redefine industry standards. Giordan Sora is doing exactly that, reshaping experiential marketing through creativity, technology, and operational excellence. As a leader in experiential production, sustainability, and emerging technology, Giordan sees production not as a final step, but as a catalyst for transformation. From engineering the TD Dog ATM (Patent Pending), a never-before-seen engagement innovation, to orchestrating Accor’s BeyondLIMITS Symphony in a Cenote, a breathtaking fusion of art, nature, and luxury, his work is not just ambitious—it’s industry-defining. Beyond execution, Giordan is shaping the future of production. He has pioneered AI-driven creative tools, sustainability tracking systems, and real-time data analysis platforms that allow brands to execute smarter, more responsible, and more impactful experiences. His company, Net Zero Productions, is setting a new standard for sustainability in experiential marketing, ensuring that major brands don’t just reduce their environmental footprint, but rethink their approach entirely. With a team that is 50% female and 50% visible minority, he is not only delivering world-class campaigns but building the next generation of production leaders. Giordan Sora isn’t just keeping pace with the industry—he’s defining its future.

Brand Agency

This award recognises the best agency specialising in providing experiential marketing solutions.

Diamond

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Executive Summary

Diamond has evolved into a powerhouse of 120 talented individuals, united by a mission to become the world’s leading idea-led, integrated agency. This transformation, driven by a relentless focus on value creation, craft, integration and innovation, has set Diamond apart as the leader in brand experience. From jaw-dropping activations like a sports bar suspended 100 feet in the air at the RBC Canadian Open, to a Symphony in a cenote in Mexico, and a Barbie Dream Suite at Montreal’s Fairmont Hotel, Diamond continues to push the boundaries of what experiential brands can achieve. Clients turn to Diamond for more than just creative campaigns; they trust the agency to develop experiential product strategies, forge unique brand partnerships, and reimagine retail experiences. Diamond’s success stems from three pillars: attracting and developing top-tier talent, breaking silos for seamless integration, and embracing innovation through initiatives like launching the first AI Lab among independent agencies. With six new major clients in this past year alone, to enduring partnerships spanning 18 years with brands like TD, and double-digit creative award wins, Diamond is raising the bar for what it means to be an experiential agency.

Mosaic North America

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Executive Summary

Mosaic is an award-winning, integrated marketing agency that has been a trailblazer in the industry for over 35 years. Our mission is simple yet powerful: to drive brand affinity, conversion, and commerce by connecting brands with people in multi-dimensional ways—physically, digitally, virtually, socially, and emotionally. We are outcomes-obsessed, using our collective creativity and cross-channel capabilities to propel our clients’ businesses and brands forward, while simultaneously making a positive cultural, environmental, and societal impact.

Salt XC

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Executive Summary

2024 was Salt XC’s defining year, achieving 67% year-over-year growth and a three-year rate exceeding 400%. We welcomed major clients like Sephora, Visa, Shopify, Unilever, and Mars while being named Adweek’s 2nd fastest-growing large agency globally. Fast Company also recognized us as a top workplace for innovators as we scaled from 15 to 330 employees in five years. Our top 10 clients all experienced revenue growth, reinforcing our impact. Salt XC redefines marketing through Experiential Commerce, seamlessly integrating first-party data, digital media, and brand experiences to drive action. Our powerhouse team spans strategy, creative, media, and B2C/B2B activations. 2024’s standout work includes Sephora Beauty at the Bentway (+15% category growth), the Coca-Cola Kindness Tour (44M PR impressions), and Bud Light x Post Malone’s cultural moment. Experiential marketing grew 220%, U.S. expansion hit 110%, and B2B events like Shopify’s Summit set industry benchmarks. Our values, innovation-first culture, and hybrid work model fuel talent development and client success. In 2025, we’re doubling down on Experiential and Media, pioneering new industry-defining strategies. We don’t follow the future of marketing—we create it.

Zulu Alpha Kilo

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Executive Summary

On November 1st, 2024, Rethink celebrated our 25th anniversary, a milestone traditionally known as the silver jubilee. Yet, 2024 has been a golden year, marking an exceptional performance in our history, highlighted by our staff’s high spirits, numerous prestigious awards, and overall business health. Rethink proudly achieved a clean sweep as Indy Agency of the Year at almost every major international award show – Cannes, London International Awards, The One Show, The Clios, and The ANDYs. Our vision, “To change the industry for the better,” has steered our operations from humble beginnings in Vancouver to a prominent global presence. What truly distinguishes Rethink is our sustained performance. We have evolved from a leading local shop in Vancouver to a significant global influencer, with expansions that include a New York office, and are serving major clients such as Kraft Heinz, Molson Coors, and IKEA. This consistent excellence is driven by our core values and a unique “perpetual partnership” model, ensuring that Rethink remains a beacon of creativity and a standard for others to emulate.

Zulu Alpha Kilo

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Executive Summary

Zulu Alpha Kilo (Z.A.K. for short) gets up in the morning to do one thing: fight sameness – in its culture, its work, for its clients and within the industry. That commitment has resulted in another year of success and growth. Fighting sameness took many forms this year: the Super Bowl’s most-watched (and most effective) ad for Booking.com, an immersive car wash in Germany showcasing Canada’s beauty, and redefined engagement for an art gallery an innovative art gallery experience that made art more approachable. Fast Company named us one of the World’s Most Innovative Companies, Ad Age recognized us as a Stand-Out Agency, and Campaign Global shortlisted us for Top Creative Agency. After taking the leap in 2022 and launching offices in New York and Vancouver, Z.A.K.'s new business momentum has continued in 2024. No accounts were lost this past year. And despite turning down 40 new business opportunities, Z.A.K. found growth on its own terms through new client wins and organic client growth. Finally, Z.A.K. has continued its commitments to diversity, equity and inclusion. Its programs and initiatives are designed to build internal allyship and partnerships with companies focused on both DEI and sustainability.

Creative Leader

The award recognises creative directors working (largely) from Canada who have overseen the best work during the review period. The winner will have not only set the standard for creative excellence but have also raised the bar for innovation and disruptive big ideas.

Derek Blais, Lifelong Crush

Individual Headshot or Team Image

Job Title

Chief Creative Officer

Executive Summary

Derek Blais, Chief Creative Officer at Lifelong Crush, is a trailblazer in the Canadian advertising industry and the only Indigenous creative executive in the country. His leadership has elevated the agency, contributing to its win of the SILVER Small Agency of the Year award at the Strategy Agency of the Year awards, just one year after joining the agency. Derek’s innovative and human-centric approach has garnered over 215 awards, including industry firsts, and positioned Lifelong Crush among Canada’s top agencies. Derek has played a key role in driving a 267% revenue increase and securing 16 new clients, including major brands like OK Tire and Kicking Horse Coffee. His work has been recognized at prestigious award shows such as Cannes, The One Show, and D&AD. Notably, his "Missing Matoaka" campaign became the most awarded Canadian campaign in Cannes in 2023 and at The One Show, solidifying his status as a leading creative force. Beyond his creative success, Derek is committed to mentorship, fostering a culture of collaboration, and setting high standards for excellence. His passion for creativity, leadership, and inclusivity makes him a true change-maker, inspiring his team and pushing the boundaries of what's possible in advertising.

Erin Kawalecki, Angry Butterfly

Individual Headshot or Team Image

Job Title

Partner & CCO

Executive Summary

Erin Kawalecki is one of Canada’s most celebrated creative leaders, redefining what it means to drive both creative excellence and agency success. As Chief Creative Officer and co-founder of Angry Butterfly, she has built an award-winning agency from the ground up, leading breakthrough work that has earned Gold Lions, Gold Clios, Gold Pencils, and multiple Agency of the Year honours. Erin’s creative leadership extends beyond the work itself; she plays a critical role in shaping brand strategy, leading major clients like Porsche Canada, Co-operators Insurance, and Dairy Farmers of Canada, and elevating the creative standard across every project. Her ability to blend strategic insight with bold creative thinking has led to transformative campaigns that drive real business impact. A relentless advocate for the industry’s future, Erin mentors young creatives, speaks at global industry events, and judges top-tier award shows like Cannes Lions and The One Show. She is also a driving force behind socially impactful work, using creativity to push the industry forward. Simply put, Erin doesn’t just create great work—she sets the creative bar for an entire industry.

Jenny Glover, Brian Murray & Stephanie Yung, Zulu Alpha Kilo

Individual Headshot or Team Image

Job Title

Chief Creative Officer, Chief Creative Officer & Chief Design Officer

Executive Summary

Zulu Alpha Kilo’s mission is to fight sameness. Zulu’s commitment to creative excellence is led in Canada by the creative triumvirate of Jenny Glover (Chief Creative Officer), Brian Murray (Chief Creative Officer) and Stephanie Yung (Chief Design Officer). Each creative leader brings a diverse set of skills, experience and perspective to the table. This allows them to separately dive deep on their respective accounts and, when necessary, combine forces by standing on each other’s shoulders to form a high-powered Voltron of creativity.

Joel Holtby, Courage

Individual Headshot or Team Image

Job Title

Co-Founder and Co-CCO

Executive Summary

Joel Holtby, Co-Founder and CCO of Courage is a leader whose passion and creativity drive not only exceptional work but also an empowering environment for his team. His hands-on approach ensures that his team isn’t just creating great campaigns but growing as individuals, turning emerging talent into award-winning creatives. Joel’s leadership is rooted in collaboration, trust, and a relentless pursuit of bold, impactful ideas. From game-changing campaigns for brands like KFC, CIBC, and KitKat, to fostering a people-first culture with a near perfect retention rate, his focus remains on pushing boundaries while inspiring those around him to do the same.

Vinicius Dalvi, Publicis Toronto

Individual Headshot or Team Image

Job Title

Chief Creative Officer

Executive Summary

Publicis Canada isn’t known for creative excellence. But something’s felt a little different this past year. Suddenly we’re on more lists, at more awards, attracting more talent and getting quite a few more shout-outs on Fishbowl. It’s disruption of the quietest kind…it’s almost snuck up on the industry itself. A big ship has started to turn, and at its creative helm is Vini Dalvi. Vini joined Publicis as ECD in 2022 but was promoted to CCO at the end of 2023. 2024 was his first full year as Publicis’ creative leader; and the impact his vision has had has been monumental. Vini leads with one critical value above all: creativity comes first. And this belief has been adopted by colleagues and clients alike, shaping the work and how we make it. Through bold leadership, a world-class creative approach, and a focus on making Canada’s creative market stronger, Vini has successfully pushed boundaries, won major pitches, and delivered breakthrough work that has made a real impact on brands and the industry alike.

Creative Team

This award recognises the Canadian team behind the best work during the review period. The winning team will have not only set the standard for creative excellence but have also raised the bar for innovation and disruptive big ideas. Ideally, the team will have created campaigns for more than one brand.

Allen Kwong & Mike Richardson, VML Canada

Individual Headshot or Team Image

Executive Summary

When Allen Kwong and Mike Richardson get together to collaborate, it’s a bit like a buddy picture – another adventure for VML’s own odd couple. Allen is a big-picture thinker who’s highly organized; Mike brings the humour and puts the ideas into words. Using their open-collaboration approach, VML’s dynamic duo come up with campaigns that are big, bold and unique – some (like “Sans Émission” for Volkswagen) are so unique, getting clients on board and figuring out how to pull them off requires the most creativity.

Matt Miller & Tommy Yong, Courage

Individual Headshot or Team Image

Executive Summary

In just 18 months, Matt Miller and Tommy Yong have become one of Canada’s most awarded creative duos, shaping over 13 campaigns across 7 brands and winning 80+ awards, including Cannes, One Show, and The Clios. Their work helped KFC become the #1 QSR in Canada among Gen Z and revitalized KitKat’s “Have a Break” tagline for a new generation. As employees #4 and #5 at Courage, they’ve played a pivotal role in shaping the agency’s creative DNA. Recognized by Adweek’s Creative 100 and Campaign Canada’s 30 Under 30, they are redefining how brands connect with culture and consumers.

Media Agency

This award recognises the very best agencies specialising in media including but not limited to planning and buying.

Cossette Media

Executive Summary

Over the past 18 months, UM has been on a quest to revolutionize the media industry in Canada. And by all accounts, we have been succeeding. Brilliantly. Our mission is to empower brands to their full growth potential. This promise is underpinned by our team’s fierce commitment to the spirit of “better”, which comes to life in how we support our clients, our people, and our community, so together we can thrive. From launching our industry-disrupting Full Colour Media positioning, to championing community advocacy and support, to generating industry-topping employee engagement and client satisfaction scores, we are rapidly raising the bar for the industry. Our Full Colour worldview means that we “Stand Against Bland” and champion the fight against outdated industry thinking. Full Colour puts human intelligence, creativity and critical thinking at the centre, and has propelled us to welcome 12 new clients to our family, grow to become the country’s 3rd largest media agency (with sights set on #2), and double down as Canada’s most awarded media agency (with 110 wins in 18 months) and Canada’s #1 ranked agency (RECMA Qualitative). It is absolutely UM’s moment to shine. And we are poised to make 2025 even brighter.

Multicultural Agency

This category is for any specialist agency, or specialized team within a larger agency, that focuses entirely on helping brands reach and connect with new Canadians and those with a strong ethnic connection and identity.

Barrett and Welsh

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Executive Summary

Barrett and Welsh is the most awarded multicultural agency in Canadian marketing history. We put ideas first to make ideas last. Racialized minorities own 100% of our agency. Unsurprisingly, we specialize in communications that create inclusion for racialized minorities. Our inclusion-informed, empathy-enriched ideas have helped clients like 3M, Allstate, Bell, Dish, P&G, Rogers, Shaw, Simplii Financial, Sobeys, TD & Walmart better serve South Asian, Chinese, Black, Filipino, Latin American and Middle Eastern racialized immigrants. We're in the moving business—not the ad business. We specialize in award-winning ideas that move people. To act, react, respond, remember, respect and represent. To change themselves or others or to hold firm to what serves our shared humanity best. We specialize in ideas that leave no one behind. A certified B Corporation, we meet the highest standards of verified social and environmental impact, balancing profit and purpose to build a more inclusive, sustainable economy. View our B-Corp Impact Report at https://www.bcorporation.net/en-us/find-... We are a CAMSC-certified Canadian Aboriginal & Minority Supplier and a Multicultural Marketing Alliance of Canada Founder/Charter Member. Explore our website and our huge—HUGE—portfolio of award-winning work at https://www.barrettandwelsh.com/

Ethnicity Multicultural Marketing

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Executive Summary

EXECUTIVE SUMMARY: MULTICULTURAL AGENCY OF THE YEAR, ETHNICITY MATTERS Over the past year, Ethnicity Matters has solidified its standing as Canada’s foremost multicultural marketing agency through its strategic, data-driven approach to inclusive communication. With over a decade of experience and a diverse team of 97% visible minorities and 75% foreign-born professionals, we bridge cultural gaps to create authentic connections and measurable business outcomes. Our track record includes managing large-scale, multi-divisional campaigns for Canada’s top organizations—Rogers, TD Bank, Kruger Products, Pringles, CBC, Toronto Blue Jays, VISA, A&W, Real Canadian Superstore, Toronto Area Ford Dealers Association, B.C. Dairy, Procter and Gamble, Princess Margaret Cancer Foundation, Nintendo, and more—delivering results that consistently exceed expectations and drive growth. We have not only driven client success but also elevated industry standards, offering mentorship programs and development initiatives aimed at fostering new immigrants and diverse talent. Through strategic collaborations, community-centered activations, and purpose-driven partnerships, Ethnicity Matters continues to lead and innovate. By embedding cultural relevance and inclusivity into every strategy, we have reinforced the role of multicultural marketing as a critical component of brand growth and industry evolution. Ethnicity Matters. An agency built for a multicultural world.

Visionnaire

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Executive Summary

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Executive Summary

Insight-driven. Ruthlessly creative. Challengers of the status quo. Pomp & Circumstance has solidified its position as one of Canada's most dynamic and innovative PR agencies, known for its game-changing, integrated campaigns that expertly blend PR, digital, and paid media. Recognized as one Canada’s Fastest Growing Companies by The Globe and Mail for three consecutive years, the agency has experienced unprecedented growth over the past 18 months, winning 16 new accounts—including global brands like Shake Shack, Tiffany, BMW and and Fairmont—while achieving revenue increases of over 70% for P&C and 106% for Bonus Track, its in-house creative and digital production division. Led by an entrepreneurial team, including co-founders Amanda Alvaro and Lindsay Mattick, whose vision and leadership have positioned the agency as a creative powerhouse. The agency is committed to nurturing top talent, fostering an entrepreneurial workplace culture, and investing in career progression. Its ability to deliver transformative, integrated campaigns that drive tangible business results proves that you don’t need to be a multinational to play on the world stage—you just need better ideas and a team empowered to pursue what is grand.

Rethink PR

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Executive Summary

At The Garden, we believe in the power of human emotion. We exist to help brands be loved by creating emotional connections that go beyond traditional advertising. As one of Canada’s leading independent creative and strategy agencies, The Garden was founded in 2015 by creative Shane Ogilvie and strategist Shari Walczak, who continue to be hands-on to this day. We employ a holistic approach to creative problem solving that encompasses strategy, design, creative communications, research, digital solutions, and full-service content production. And have done so for some of Canada’s most famous brands. Our recent partnering with the Humanise Collective has further expanded our capabilities, enabling The Garden to pitch more integrated assignments while maintaining our independent spirit. Our leaders contribute to ongoing mentorship and thought leadership initiatives within Canada’s advertising industry and beyond, and our team's long tenure and continuous development reflect our commitment to nurturing exceptional talent. Underpinning all of this is a vibrant workplace culture built on flexibility, development, support and genuine fun. With policies that promote work-life balance and team bonding, The Garden is not just a place to work - it’s a place where every brand and every employee loves the work they do.

Social Media Agency

This award recognises the best agencies specialising in delivering social media solutions for brands. The judges will be looking for innovative use of social platforms and effective engagement strategies in the social space.

Clark Influence

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Executive Summary

Clark Influence is a small, independent agency specializing in influencer marketing, content creation, and social media management. Founded in Montreal in 2017, the agency has experienced rapid growth, expanding its presence with offices in Paris and Toronto. Since its creation, Clark Influence has partnered with over 250 brands across various industries and markets. Clark is also the first Canadian agency to introduce an Influencer Marketing Code of Ethics, championing a responsible and transparent approach to influencer marketing for both brands and creators.

Courage

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Executive Summary

Social moves fast—Courage moves faster. In just two and a half years, Courage has become Canada’s fastest-growing indie agency, proving that bravery drives engagement, cultural impact, and business success. With 105% YoY growth, near-100% client retention, and 10 new business wins, Courage is setting the standard for social-first creative agencies. Built for speed, agility, and real-time engagement, Courage empowers brands to act fast, take risks, and own cultural moments. From turning KitKat into an AI trend to hijacking the NBA for KFC, Courage isn’t just playing the game in social—it’s rewriting the rules.

The Kitchen North America

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Executive Summary

The Kitchen North America, the in-house agency for Kraft Heinz, has redefined social media marketing by fusing cultural intelligence with agile creativity. In 2024, we evolved from a content engine into a culture-driving powerhouse, setting new benchmarks for brand engagement, virality, and social commerce. Operating at the speed of culture, we turned moments into movements—reviving Napoleon Dynamite to make Tots a trending topic, hijacking hydration rituals on Twitch for MiO, and giving the Oscar Mayer Bologna Song a digital resurgence. Our ability to create thumb-stopping content, viral activations, and influencer-driven campaigns solidified The Kitchen as a leader in the social space. Our Social Media Center of Excellence fueled record-breaking growth across Kraft Heinz’s portfolio, integrating influencer strategy, AI-powered content optimization, and a streamlined real-time response team. With over 1.5B+ earned impressions, 828M+ social views, and breakthrough engagement rates 293% above industry benchmarks, we’ve proven that social isn’t just about reach—it’s about cultural impact. We don’t follow trends; we create them. By blending strategic storytelling with algorithm-defying creativity, The Kitchen transformed social media into a business driver—turning brand love into cultural currency.

We Are Social Canada

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Executive Summary

WHY WE ARE SOCIAL SHOULD BE YOUR CANADIAN SOCIAL MEDIA AGENCY OF THE YEAR TL;DR _We work with Canada’s biggest brands—and they’re with us for the long haul. _We are the original social agency—but we’ve adapted and we’re more well-rounded and competitive than ever. _Our globally recognized, innovative, and thumb-stopping work has broken records and boundaries, won hearts and minds. _We’ve picked up 7 new clients this year, including social AOR relationships with Amazon, Adidas, and Sport Chek. _We demonstrated the impact of our work, and our clients have trusted us to take on significantly more of their business. _Hundreds of Canadian marketers benefit from our career-building (and free!) thought leadership. _We helped brands tackle the issue of hate speech in the Summer of Sport with a comprehensive, expert-led guide. _We set a record-high employee engagement level and a record-low staff turnover level, as we continue to attract the best talent in the business. _We closed the entire office for a week as part of our commitment to be one of the most progressive creative agencies in Canada. _Our people worked from 15 different countries through our Global We Are Social Passport Program.

Start-Up Agency

Open to agencies that are within their first two years of operation. All disciplines are welcome. Open to agencies that are not backed by or affiliated with an existing holding company, agency or network.

Category Communications

President & CEO

Individual Headshot or Team Image

Executive Summary

Mike Sutton, President and CEO of Zulu Alpha Kilo (Z.A.K.), is not one for fame and flash. His satisfaction comes from helping his team succeed. On his watch, Z.A.K. has opened two new offices, launched a media planning arm and won a slew of business and creative accolades. In the last two years he’s overseen +50% headcount growth, +50% revenue growth and the lowest turnover rates in our history. To top it off, in 2024 Z.A.K. was named one of Canada’s Best Managed Companies by Deloitte for the 7th consecutive year, giving it platinum status. That’s the business equivalent of the “Grand Prix.” A businessperson with a passion for working with creative people, Sutton has always worked in independent agencies, seeing them as more agile, innovative and decisive, and more willing to embrace risks. That’s a big reason for his successful partnership with agency Founder and Creative Chairman, Zak Mroueh: “Mike doesn’t just manage the business, he also shapes the conditions necessary for creativity and innovation.” Mike leads by example and sees his role as an enabler of creative culture, a coach and a fierce champion of Zulu Alpha Kilo’s commitment to fighting sameness.

Priyanka Goswami, No Fixed Address

Job Title

President

Individual Headshot or Team Image

Executive Summary

As CEO of IPG Mediabrands Canada, Shelley Smit has reshaped the network and defied industry norms to build a future-ready agency network. Her relentless drive, honed over 25 years of agency and client-side experience, has dismantled outdated structures and empowered employees to deliver unparalleled results. Through a strategic overhaul—centralizing data and technology, and internal operations—she has streamlined efficiency, maximized client service and leveraged proprietary capabilities. Shelley isn’t just managing change; she's orchestrating a transformation, fostering specialized craft leadership to standardize processes and knowledge-sharing across the network. The impact of her leadership is undeniable: a staggering $460 million in new billings growth from 39 new business wins in just 18 months, a #1 network rating by agency profile (#2 by size), a record-breaking TRR score, and a sweep of the 2024 Strategy Media Agency of the Year Awards. But this isn't just about numbers - it's about culture. Shelley leads with openness and honesty, building strong one-on-one relationships that fuel a culture of trust and innovation. She ensures employees feel valued and empowered to push boundaries and deliver their best work. She's not just building a powerhouse agency network; she's forging a legacy of disruptive innovation and undeniable success.

Strategy

Best Use of AI

The category will recognize executions and campaigns that represent innovation only possible through the use of artificial intelligence tools and platforms.

Pepperoni Hug Spot

Agency/ Media Owner

Leo Toronto

Client/ Brand

Pizza Hut Canada

Executive Summary

A fictional Pepperoni Hug Spot generated by AI was taking the internet by storm, using elements that looked eerily similar to Pizza Hut. The red roof, the pan pizza, even the font from our logo. Pepperoni Hug Spot was promoting their Pepperoni Hug pizza, lovingly made with Cheese, Pepperoni, Vegetable, and Secret Things. When AI imitates Pizza Hut, Pizza Hut imitates AI. We converted one of our locations into a Pepperoni Hug Spot, promoting our limited time Pepperoni Hug pizza, tapping into AI to reach a younger audience.

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See You There

Agency/ Media Owner

Initiative

Client/ Brand

Black & Abroad

Executive Summary

Black & Abroad’s See You There campaign used generative AI to visualize past travelers in future destinations—until it uncovered a deeper issue: racial bias in AI imagery due to a lack of representation on the platforms that train AI. Instead of stopping there, we partnered with Shutterstock to address the underrepresentation of Black travelers in stock photography. A content brief mobilized 3 million photographers, adding 1,500+ new assets to date, while a grant program was created to fund ongoing efforts to create a more diverse dataset for the future of AI.

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Young Again Never Again

Agency/ Media Owner

TBWA\Canada

Client/ Brand

Liberation75

Executive Summary

Liberation75 is a not-for-profit organization dedicated to teaching the lessons of the Holocaust. They found 1/3 of North American kids think it was exaggerated, fabricated or aren’t sure it happened. To make survivor’s stories relatable to kids, we made them young again through A.I. They retold their stories as their younger selves and became our most powerful influencers used to lobby politicians to mandate Grade 6 Holocaust education. We created videos, posters, direct mail and learning modules to reach the ultimate goal of influencing a kinder world for all people. Five survivors consented to being taken back in time with A.I. – first they told their story on video. It was critical for participating survivors to have a childhood photo (which are very rare). They were used as a basis for A.I. to create the authentic young version of the survivor. Their voices were de-aged through voice manipulation technology. Once their photos were restored, they were placed on the face of a body double with a similar face. For print assets, original photos of the young survivor and current day survivor portraits were blended into one image highlighting a transition in time and paying homage to their survival.

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Best use of Influencers/ Creators

This category awards the most creative campaign that uses one or more social media influencers or a celebrity’s social platforms to increase the brand's reach. This can be as a standalone initiative or as part of a wider campaign.

Address change

Agency/ Media Owner

LG2

Client/ Brand

Dans la rue

Executive Summary

Winters in Quebec are very cold, especially for young people without a fixed home. Dans La Rue, a homeless shelter, has been collecting clothing donations since 1988 to distribute to homeless youth. With virtually no budget, the shelter wanted to launch a social media campaign to increase donations of new, warm and fashionable clothing for winter. Influencers changed their addresses so that the new winter clothing intended for them would be delivered directly to Dans La Rue. Four influencers changed their shipping addresses across their social media platforms, email addresses, websites, etc. for two months. A video explaining the idea was launched on Dans La Rue’s social media platforms. Accompanied by a public relations strategy, the Address Change campaign earned coverage in traditional media outlets.

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Agency/ Media Owner

Touché!

Client/ Brand

Smirnoff

Executive Summary

In a growingly isolated world with the new generation facing a joy recession, Smirnoff attempts to spark a movement meant to re-ignite social connections and champion the power of the collective. Using the universal language of music that transcends every barrier, Smirnoff challenged 2 emerging Canadian artists to create individual tracks using Smirnoff products as instruments. Swapping the tracks, the artists gave each other's work a creative spin based on their own flavour, creating something new and unique. This collaboration, shown by example the power of the collective, was amplified and celebrated across Canada leveraging various platforms such as Spotify, Billboard Canada, Programmatic, and Corus.

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Branded Content

The category rewards a company that uses branded content at the heart of a media campaign.

Meow-a-Thon

Agency/ Media Owner

Leo Toronto

Client/ Brand

Smucker Foods Corp. of Canada

Executive Summary

We got cat lovers to prove just how much they love their furry friends by challenging them to listen to the iconic Meow Mix jingle on repeat. The longer they listened, the more coupons for Meow Mix they earned. The campaign reached over 8.9 million Canadians, and a total of 13,456 people participated in the Meow-a-Thon. Which just goes to show that all it takes to win the hearts and minds of a younger target is their love of cats and a ridiculous online challenge.

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Michelob Ultra - Ultra Hole Challenge

Agency/ Media Owner

Anomaly

Client/ Brand

Michelob Ultra

Executive Summary

Michelob Ultra aimed to elevate its "superior light beer" positioning in the golf world during the summer of 2024. The challenge was to maintain the brand’s connection with golf enthusiasts while expanding its market share and brand relevance, continuing its five-year streak as Canada's fastest-growing beer brand. The strategy centered on owning the pinnacle moment of golf: the hole-in-one. To execute this, Michelob Ultra launched The Ultra Hole Challenge, an exciting event that featured golf legends Michael Block and Wayne Gretzky competing in a live-streamed, TSN broadcast during the Presidents Cup. The challenge aimed to create a thrilling experience, blending sports entertainment with Michelob Ultra's brand identity. In the lead-up to the event, the brand engaged fans through social media, inviting them to participate for a chance to win free rounds of golf. The event reached new heights when Blockie unexpectedly hit a hole-in-one, sparking massive social media buzz. On the big day, the live-streamed challenge attracted over 120,000 viewers and generated 28 million earned impressions. Michelob Ultra saw a 3.8% increase in brand meaning and grew its share of the light beer category by 0.51%, solidifying its position as the superior beer for golfers.

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PIZZA WRMR

Agency/ Media Owner

Leo Toronto

Client/ Brand

Pizza Hut Canada

Executive Summary

As of 2024, the gaming industry was valued at $455 billion, no longer making it just a dominant force in entertainment but a huge part of culture. And we all know nothing goes better with gaming than a slice of pizza. The time was ripe for Pizza Hut to enter the conversation, getting in on this massive cultural opportunity and getting us in front of an untapped audience — gamers. However, we had to admit there was a seemingly impossible challenge to overcome: the longer you’re distracted gaming, the colder your pizza gets. But right in front of gamers’ eyes, and right within reach, there’s been an untapped resource this whole time emitting the very heat their pizza slices needed. Because two things are true: The longer you game, the colder your pizza gets. The longer you game, the hotter your console gets. We harnessed the heat of a PS5 to create the hottest console upgrade of the year: The Pizza Hut PIZZA WRMR. It’s a one-of-a-kind, open-source, 3D printable innovation that turns your console into a convection pizza oven — channelling hot air coming out of a PS5 into a custom enclosure to keep pies at the perfect temperature.

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Short Life Stories

Agency/ Media Owner

Bensimon Byrne

Client/ Brand

White Ribbon

Executive Summary

It can take years for a transgender person to begin their true life and be their authentic self. But a rising tide of violence and hate in Canada and globally is making trans lives even shorter. White Ribbon believes that people want to better understand the transgender community, so we created Short Life Stories to help build empathy and support. The film offers a glimpse into the trans experience, the bravery of it, the obstacles they overcome, and the nuances of their lives. Most importantly, it shows the joy that is possible from acceptance and allyship.

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Stigmavir

Agency/ Media Owner

Bensimon Byrne

Client/ Brand

Casey House

Executive Summary

Casey House is a specialty hospital in Toronto unlike any other, providing groundbreaking care to people living with and at risk of HIV. Beyond its medical expertise, Casey House is also a leader in advocacy, spearheading initiatives to combat stigma and foster empathy. Now in its fifth iteration, the #SmashStigma campaign has grown into the largest and most impactful global effort to challenge HIV stigma. Its goal remains the same: to raise awareness, cultivate understanding, and help people develop empathy for those living with HIV. Yet, one of the most damaging forms of stigma persists in the place you’d least expect: the health care system. Even among highly trained professionals, HIV stigma continues to exist, creating barriers to care. The goal of this campaign was to go beyond challenging perceptions and call on health care practitioners to take action and foster compassionate, stigma-free environments where those living with HIV feel safe, respected, and supported.

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Undone

Agency/ Media Owner

Citizen Relations

Client/ Brand

TurboTax Canada

Executive Summary

85% of Canadian Gen Zers experience horrible stress and anxiety when it comes to taxes. They’re twice as likely to be self-employed and feel like they’ve got to figure it out alone. To show them that TurboTax can help, we had to speak to Gen Z on their terms. This generation loves horror movies more than any other age group, and they don’t shy away from harsh truths, no matter how gruesome. The horror genre has been leveraged to use otherworldly ideas to communicate real human feelings, so we took our cue from Hollywood’s best cerebral horror films and crafted a truly chilling horror movie to show what happens when tax anxiety takes on a life of its own. Undone is a 9-minute original psychological horror film that brings to life every familiar beat of tax anxiety in true horror fashion, with tax-related feelings of pressure, paranoia, isolation, and discomfort playing out on screen in a series of terrifying moments that build to a breaking point, just like anxiety does.

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Data & Creativity

The category recognises innovative media activity underpinned by a creative, audience-focused use of data.

Art Rate Monitor

Agency/ Media Owner

Zulu Alpha Kilo

Client/ Brand

Art Gallery of Ontario

Executive Summary

The Art Gallery of Ontario (AGO) needed to increase visitation beyond its typical audience base, reaching those who don’t consider themselves “art people” and overcoming their perceptions that art is hard to relate to. We created the Art Rate Monitor, a unique experience that tracks visitors’ heart rates and viewing patterns as they tour the gallery, revealing what moves them most. Our tech-enabled wristband connects to beacons throughout the gallery to monitor visitors’ heart rates, location and movement as they explore the AGO. The data from visitors’ experiences was collected and visualized in a personalized and easily sharable format.

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Run on Heinz

Agency/ Media Owner

The Kitchen North America

Client/ Brand

Kraft Heinz - Heinz

Executive Summary

Through social listening, Heinz discovered a surprising insight: long-distance runners were swapping expensive energy gels for Heinz ketchup packets. This sparked Run on Heinz, a campaign that combined data and creativity to solve a real problem for runners. Using GIS mapping software and restaurant location data, Heinz created keystone-shaped running routes across six major North American cities. These routes, shared on Strava and MapMyRun, highlighted Heinz-partnered restaurants where runners could grab free ketchup packets mid-run. With a modest $18,000 budget, the campaign generated over 67 million earned media impressions, a 179% increase in social engagement, and participation from 1,500 runners. International media outlets like The New York Times, Runner’s World, and ESPN covered the campaign, and even other brands like Chipotle and Gerber joined the conversation. Run on Heinz exemplifies the power of combining data-driven insights with bold creative thinking, proving that even a ketchup packet can inspire a movement. Because when you’re running on ketchup, It Has to Be Heinz.

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Sephora Illumination

Agency/ Media Owner

Zulu Alpha Kilo

Client/ Brand

Sephora Canada

Executive Summary

Many Canadians, especially BIPOC individuals, feel unseen by the beauty industry with most struggling to find makeup to match their skin tone. But Sephora’s Colour iQ tool was created to match every person’s unique shade to the correct beauty products. Using the shade match data of over 140,000 Canadians, we created Sephora Illumination – a 360° campaign and interactive installation that celebrated our country’s diversity and the idea that every shade deserves to shine.

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The Toxicity Rating

Agency/ Media Owner

Leo Toronto

Client/ Brand

Melanin Gamers

Executive Summary

More than 2 in 5 gamers have experienced racism while playing online games, and more than 1 in 2 have experienced harassment. But despite ongoing efforts to improve the gaming experience, the issues of racism and other toxic behaviours remain largely unaddressed by game developers. This lack of accountability for online gameplay creates a toxic environment, ultimately causing 7 out of 10 gamers to consider leaving the community altogether. Introducing The Toxicity Rating: a first-of-its-kind rating system that measures the amount of toxic behaviour experienced in online gameplay. The system measures 6 toxic behaviours including racism, violence, gender discrimination, crude humour, controlled substances, and sexual content, and uses those measures to determine an overall toxicity rating based on the percentage of reported toxic behaviour, such as 78% toxic for Call of Duty. As long as there is a gap in the ratings system, The Toxicity Rating (https://toxicityrating.com/) will be there to make sure gamers and parents of gamers know exactly what they’re getting into when playing online.

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Vector Become Your Player

Agency/ Media Owner

Leo Toronto

Client/ Brand

WK Kellogg Co. Canada

Executive Summary

In 2024, more Canadians played video games than real sports. In fact, 47% of men 18-44 say that video games are their favourite pastime. So for Vector, which is packed full of protein to fuel the everyday athlete, this posed a challenge. After all, less people playing sports means less people who need Vector to do it. So the question became, how can we get people to drop their controllers, and pick up a bat, ball, club or hockey stick? Vector decided to help those people become those athletes in the real world, all to get more people off the couch and onto the field. With a series of video, animated, and creator-made assets, we invited people to share a screenshot of their video game athlete with us. In return, each entry received a free box of Vector to help fuel their IRL sports. We successfully captured the attention of our target by incentivizing them to drop their controllers, get a box of Vector, and be ready to play sports.

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Voice 2 Diabetes

Agency/ Media Owner

Klick Health

Client/ Brand

KVI Brave Fund Inc

Executive Summary

The Voice to Diabetes system is a mobile phone app designed to identify Type 2 diabetes by just speaking into the phone. It is very simple to use. It displays a sentence on screen for the user to read out loud. The app then runs an analysis of the acoustic properties of the voice sample using a predictive model that was pre-trained on thousands of voice recordings to detect features that are associated with diabetes. The system listens to lower-level features, such as minute amplitude or frequency modulation of the fundamental frequency of the voice. This analysis takes a few seconds. Once completed, the system shows a risk score of this person having Type 2 diabetes. Traditionally, Type 2 diabetes diagnosis involves invasive blood work, but this study introduces a non-invasive and efficient alternative. Voice to Diabetes harnesses AI and machine learning techniques to detect subtle vocal changes that are imperceptible to the human ear. By incorporating features like pitch and intensity changes, the tool successfully distinguishes between individuals with and without Type 2 diabetes.

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Digital Innovation

New ideas in the use of digital media that deliver something tangible for an advertiser, including but not limited to insights that break new ground in digital, a new digital or social networking application, or new use of gaming (including console games, PC games, social or mobile gaming).

Hair Hair Everywhere

Agency/ Media Owner

Leo Toronto

Client/ Brand

Procter & Gamble/Bounce

Executive Summary

Every pet parent knows the never-ending battle with pet hair. It sticks to everything, everywhere, all the time. And when it does, our natural instinct is to try and brush it oﬀ. Instead of leaning into the solution, we leaned into demonstrating the problem using only a strand of hair. We turned easily ignored digital media from something we hoped pet parents would watch into something they couldn’t help but touch. Using just an image of hair, we made it feel like your pet’s hair was actually on the screen in front of you. Frustrating, we know. And that was the point. Our creative remained static just long enough for people to notice and feel compelled to reach out and brush it off. We then revealed our super, “Pet Hair? Don’t Care,” followed by our “Brush It Off” messaging. No complicated mechanisms. No technological gimmicks. Just a strand of hair. We created digital-first assets on a shoestring budget that captured pet parents’ attention and demonstrated Bounce Pet’s benefit in an unignorable way, making it our most talked-about social campaign ever. Not bad for a strand of hair.

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Agency/ Media Owner

Leo Toronto

Client/ Brand

WK Kellogg Co. Canada

Executive Summary

In 2024, more Canadians played video games than real sports. In fact, 47% of men 18-44 say that video games are their favourite pastime. So for Vector, which is packed full of protein to fuel the everyday athlete, this posed a challenge. After all, less people playing sports means less people who need Vector to do it. So the question became, how can we get people to drop their controllers, and pick up a bat, ball, club or hockey stick? Vector decided to help those people become those athletes in the real world, all to get more people off the couch and onto the field. With a series of video, animated, and creator-made assets, we invited people to share with us a screenshot of their video game athlete. In return, each entry received a free box of Vector to help fuel their IRL sports. We successfully captured the attention of our target by incentivizing them to drop their controllers, get a box of Vector, and be ready to play sports.

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Media Innovation

This award recognises the clever use of new ideas in media that deliver something tangible for an advertiser such as a clever media insight, a new digital or social networking application, a buzz or viral marketing campaign, or a new piece of technology. Judges will be looking to see how the innovation led to business results.

BMO - Business Carols - Move Over Mariah

Agency/ Media Owner

Client/ Brand

BMO

Executive Summary

For most underrepresented small businesses - owned by women, LGBTQ+ and BIPOC entrepreneurs - outshouting big-box competitors during the holiday season isn’t an option. So taking a highly-unconventional approach, BMO created an entirely new media channel by repurposing the bland background noise of classic Christmas carols and re-recording lyrics to promote these small businesses. Cleverly using paid, earned and owned media, they reworked the algorithm to stream Business Carols content during peak holiday shopping moments. Outmaneuvering competitors and creating a technological trojan horse, BMO ran Business Carols on repeat on Spotify in over 800 BMO branches across North America, cleverly hacking Spotify's recommendation algorithm to organically push the playlist into recommendations for even more listeners. They also created a unique functionality in Shazam, so that Shazaming our Business Carols would transform LISTENING into SHOPPING, triggering a link to the e-commerce platforms of the promoted small businesses. The campaign was a tremendous success, shattering expectations. It drove a phenomenal 167,000 website visits and 10MM minutes of song streams, a 2.5x ROI, delivering visibility and sales for small businesses, outmaneuvering deep-pocketed rival retailers.

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Agency/ Media Owner

Leo Toronto

Client/ Brand

Procter & Gamble/Bounce

Executive Summary

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Next to Stok'd

Agency/ Media Owner

Angry Butterfly

Client/ Brand

Stok'd Cannabis

Executive Summary

Introducing “Next to Stok’d” - a legal-ish campaign that ‘zig-zags’ the laws and sophisticated media filters by cleverly partnering with neighbouring businesses to dually promote their store AND covertly, Stok’d.

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UltraLuxe Bathroom Guide

Agency/ Media Owner

Lifelong Crush

Client/ Brand

Kruger

Executive Summary

Premium toilet paper brands emphasized functional benefits like softness and strength, but no brand owned the idea of true bathroom luxury. We uncovered a unique tension: Michelin sets the global standard for restaurant excellence but overlooks bathrooms entirely. Introducing the Cashmere UltraLuxe Bathroom Guide—the first-ever ranking of Canada’s top restaurant bathrooms, judged with a Michelin-inspired rating system using “fleurs” instead of stars. This positioned Cashmere as the definitive authority on bathroom luxury. The campaign sparked national conversation, with award plaques in select restaurants, OOH, OLV, influencers, PR, social, and digital amplification. Consumers engaged by nominating UltraLuxe-worthy bathrooms. Within 24 hours, it earned 12.6M+ impressions. To date, it has driven 123 national news stories, 29.4M+ earned impressions, 1.43M+ paid impressions, and a 3,900% spike in product mentions within two weeks—proving that when it comes to true luxury, bathrooms deserve a seat at the table.

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Wäsche of the Wild

Agency/ Media Owner

Zulu Alpha Kilo

Client/ Brand

Destination BC

Executive Summary

Germans, with their love of road trips and wilderness adventures, are a priority market for British Columbia tourism. We wanted to promote northern British Columbia as an escape from everyday urban life. Car washes are a beloved ritual in Germany, where washing your car at home is illegal. We used a Hamburg car wash as our media channel, transforming its mechanical space through 3D projections and advanced sensory technology. The world’s first immersive car wash for the world’s most immersive road trip.

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Creative

Audio & Radio

Awarded to the best creative idea in audio and radio advertising. Includes any form of radio broadcast, internet advertising, streaming audio content, downloadable content and podcasts.

Bacon is Rain

Agency

No Fixed Address

Brand

Greenfield Natural Meat Co.

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Our Song

Agency

Target

Brand

Newfoundland and Labrador Tourism

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Sound of a Hug

Agency

Zulu Alpha Kilo

Brand

Huggies

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The Remix

Agency

Cossette

Brand

McDonald's Canada

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Yukon is a little bit Metal

Agency

Cossette

Brand

Travel Yukon

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Out of Home/ Print

Awarded to the best creative idea in out of home advertising. Includes 6-sheets, 48-sheets, 96-sheets, giant posters, digital and interactive posters, cross tracks, bus sides, taxis, ambient posters and special builds.