Citizen Campaign Most Awarded at Strategy’s 101st Marketing Awards; Agency Ranks 3rd Overall

June 07, 2023
Woman on Bench

Strategy’s 101st Marketing Awards on June 6th brought together Canada’s creative best of the best at the Art Gallery of Ontario, celebrating work that has made an impact, not just in Canada, but across the world. Two Citizen campaigns were awarded 10 golds, 1 silver and 1 Best in Show, placing Citizen in 3rd place for medal count amongst all agencies.

“Multicultural casting is not multicultural marketing.”

Bobby Sahni said it best when introducing the Multicultural category, where Citizen’s ReclaimYourName.dic campaign for Elimin8hate was the most awarded of the evening, taking home 10 Golds and a Best In Show in the Multicultural and Public Service categories. Recently earning a spot on 2023 Fast Company’s World Changing Ideas list, the custom plug-in dictionary of Asian names is now being added into current and future Microsoft 365 application updates. The campaign took home awards for:

Public Service Category:

  • Gold – Campaign led by PR
  • Gold – Integrated Campaign
  • Gold – Online

Multicultural Category:

  • Best of Show Public Service
  • Gold – Digital
  • Gold – Integrated Campaign
  • Gold – Online Film
  • Gold – Out-of-Home

In the Advertising and Digital categories, Citizen’s Cheetle in Cheadle campaign for Pepsico Canada continues its winning streak, bagging 2 Golds and a Silver. A murmur of recognition could be heard through the crowd upon announcement, a reflection of the incredible reach this cheesy 17 foot tall statue achieved globally. Cheetle in Cheadle took home awards for:

Advertising Category:

  • Gold – OOH Ambient Large Scale
  • Gold – OOH Experiential
  • Silver – PR Community Building

Digital Category:

  • Gold – Social Media

“We’re proud to have our work celebrated alongside the best our country has to offer,” says Citizen’s Chief Creative Officer, Josh Budd. “The Marketing Awards is further recognition of the effort, energy, and ambition coursing through the agency and every one of our Citizens these days…and this momentum is continued fuel for us to achieve the mission we’re on for consistent excellence in earned-first creativity.”