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The $1 million IDEA Competition

The $1 million IDEA Competition

How much would $1 million of Bell Media space impact your brand in showcasing inclusivity, diversity, and equity in your advertising? Well, that’s exactly what’s up for grabs for the best new creative idea out there.

Click here to enter by 5pm on Friday, July 29th, 2022

The ICA has $1 million of media, courtesy of Bell Media, available for a new campaign that shows Inclusivity, Diversity & Equity in Advertising (IDEA) in action.  And for 2022 we’re focussing on our LGBTQ+ communities.  Supporting this call is the industry group PrideAM (Pride in Advertising & Marketing).

In 2021, the IDEA Competition came to life thanks to the support of Bell Media.  Seeking world class marketing ideas that represent and involve diverse Canadian communities, the industry was asked to step forward and step up.  We know that the more diverse the minds involved in businesses and communication the more effective they will be, so each year the IDEA Competition asks agencies and brands to produce a new campaign with the best winning a $1m Bell Media package to bring the ideas to life.

IDEA Competition 2022 - Call for Entries now open

For 2022 we are focussing on our LGBTQ+ communities in asking agencies and brands to put forward their best IDEA campaign.

LGBTQ+ people are as diverse and beautiful as any other community.  We are married, live with disability, are parents, get old, have mortgages, are BIPOC, are athletes, and all the other amazing attributes, challenges, and situations we all experience.  Let’s get away from the parodies and assumptions often seen and get deep and get real.

- Scott Knox, President & CEO, ICA and Founder, PrideAM

Click here to submit your entry by 5pm on Friday, July 29th, 2022.

IDEA Competition 2021

Announced in June 2021 at the Bell Media Upfronts, Sid Lee’s work for Cheekbone Beauty won, with the Right The Story campaign.  2021’s campaign challenge was to target and represent Canada’s Indigenous Communities.

Sid Lee and Cheekbone Beauty win 2021 Competition

IDEA Competition 2021 Judges

Great ideas need great judges, take a look at 2021’s diverse group.  Next month we will be announcing the 2022 judging panel.

Meet the 2021 Judges


Brands and their agencies should register to receive more information about entering the 2022 IDEA Competition in the form below or contact scott@theica.ca.

From 2021: ICA and Bell Media launch inaugural IDEA Competition

Bell Media and ICA Launch the Inaugural Inclusivity, Diversity and Equity in Advertising (IDEA) Competition with $1 Million Prize. Read more


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