The official 2024 LIONS Creativity report and Cannes Lions rankings are in, and Canada has placed #4 globally, with a total of 66 Lions. Moving up one spot from last year, it’s another record-breaking year for Canadian creativity. This remarkable achievement not only highlights the incredible creativity thriving in the Canadian advertising industry but also shines a light on the growing influence of Canadian agencies in the global marketplace. Canada’s performance at Cannes this year is something we should all celebrate.
Independent Agencies Steal the Spotlight
A key element of Canada’s success this year came from its independent agencies, with four Canadian shops securing spots in the Independent Agency of the Year rankings:
- Rethink at #1
- Klick Health at #3
- Edelman Canada at #13
- Courage at #18
Together, these agencies showcase the diversity of thought, innovation, and creativity that exists within Canada’s independent agency scene. Their recognition in Cannes is a testament to the rising influence of Canadian talent on a global scale.
Celebrating Canada’s Grand Prix Winners
Among the many awards won by Canadian agencies, two campaigns were crowned with the prestigious Grand Prix, further cementing Canada’s status as a global creative powerhouse.
The first Grand Prix was awarded to, Klick Health, Toronto, and KVI Brave Fund for Voice 2 Diabetes. As noted by Jennifer Horn (Strategy Online), this campaign, while still being tested, the potentially life-saving tool is less costly and less invasive than a standard diabetes testing method. Instead of pricking a finger or taking a blood sample, the “Voice 2 Diabetes” can detect type 2 diabetes just by having a person speak into their smartphone. The tool came about after scientists analyzed more than 18,000 voice recordings and found unique features such “pitch, jitter and shimmer” in those with the condition. Read more from Jennifer Horn, here.
The second Grand Prix win was for Creative Effectiveness and was awarded to Rethink Toronto and Heinz for “It Has To Be Heinz.” Mary Maddever (Strategy Online) notes, Rethink and Kraft Heinz earned the top honour for “It Has To Be Heinz,” a body of work spanning several years that included asking people (and AI) to draw ketchup, producing the pandemic’s most viral puzzle, spearheading lobbying efforts (from bun and hot dog math alignment to roman numeral protest), and jumping on socially-driven moments like “Seemingly Ranch.” Read more from Mary Maddever, here.
Looking Ahead: Nominations for Cannes Lions 2025 Jurors Are Now Open
As Canada continues to build on this momentum, there’s an exciting opportunity for industry professionals to get involved in next year’s Cannes Lions. Nominations for the Cannes Lions 2025 jurors are now open, offering a chance for Canada’s brightest minds to contribute to the prestigious judging process. If you or someone you know is passionate about creativity and innovation in advertising, now is the time to step forward and represent Canada on the world stage.
Canada’s impressive showing at Cannes Lions 2024 proves that Canada is home to some of the most creative and forward-thinking minds in the industry. As we look to 2025, there’s no doubt that Canadian agencies will continue to push boundaries and inspire the global advertising community.
