Target and Noel O’Dea Take Top Honours at ICE 2025

It was a memorable night at the 2025 ICE Awards, especially for Target and its founder, Noel O’Dea. After sweeping the show with 31 wins and the highly coveted Best of Show for their work with Newfoundland & Labrador Tourism, Noel was inducted into ICE’s inaugural Hall of Fame.

Noel O’Dea, founder of Target

Typically awarded to a single outstanding campaign, this year’s Best of Show recognised the combined impact of their innovative AI-led Hello Humpback, strategic tariff response Silver Linings, and the latest chapter in their iconic national campaign, The Reason.

The evening also marked the introduction of ICE’s Hall of Fame, where O’Dea was one of just two inaugural inductees. The honour celebrates individuals whose influence has helped shape the region’s advertising landscape. Noel's legacy includes the transformative repositioning of the Newfoundland & Labrador Tourism brand, as well as decades of work with leading national and regional clients, such as Air Canada and Irving Oil.

Consistently one of the most-awarded agencies at ICE, this is Target’s eleventh time taking home Best of Show, and second time in a row after their real-time response ad Our Song took home the honour in 2024.

Driven by a strategic and creative philosophy of taking 'the road less travelled,' Target’s work has consistently punched well above its weight for creativity and advertising effectiveness. Now the longest-standing independent agency in Canada at 45 years, Target has earned over 800 awards globally.