Demos Royal. Perhaps second or third most likely to win, but engaged in many different behind the scenes machinations to ensure his victory, as well as being an expert handler of the people. The most charismatic candidate, if not the most worthy. Romanticized an idea of a medieval world, as in stories from Earth's distant past. Also got Durell's help, and possibly Cirna's, in making a deal with special interest groups, mainly postal services who were concerned about t-mail's effect on their business, as well as the proposed drivers' licenses.
Ned Progressive. Toward the end of his campaign, he had become the favorite to win. He was opposed to the introduction of spell devices to be used by everyone, believing magic as a commonplace commodity would stunt the technical development of the Land. He had supporters among many groups whose livelihoods would be threatened by the prevalence of magical items, including postal services, scientists, etc. His opposition to magic may be what inspired Demos to appeal to people's desire to be like Earth, saying we have a chance to make a world which was in reality like the kind they only had in fantasy stories. Though Demos was also inspired by Marlowe's attitude, marrying off his daughter (though the relationship between Demos and Beverly wasn't romantic at first, that was always Demos and Marlowe's intention).
An elf from the Woodstockade Council (Des'Eller had no interest in being King, but supported councilman). The campaign was largely based on wanting to make people realize elves were equal to humans, and just as worthy of ruling the world; also believed it would serve as reparation for exile of their kind.
At least one adventurer and various traders likely ran, on the assumption the leader should be familiar with more than one village, unlike most people in the world. It also was important to be known by people around the world, as it was unlikely to garner votes when no one's heard of you and no one can vouch for you, outside your home village.
A 15 year old runs on the platform that the adult license law was designed to take away rights from younger people, who had always enjoyed the same rights as people of any age, at least once turning 13. (Doesn't deny that a certain degree of life experience is needed to be capable of making reasonable decisions.) Appeals not only to other teenaged adults, but also to older adults who would have been upset if they'd had less rights when they were younger than teenagers do now.
A newspaper magnate (possibly Hubert Goodnews) runs, though it is discovered that his papers, which are distributed in many villages, don't always cover the election in the most ethical way. Leads to a law against people in high positions in the press being allowed to run, unless they break all ties with their business. However, it may turn out that he was trying to report truth about Demos, but couldn't be proven, which led to scandal... he himself was falsely accused of falsely accusing. (Think Blomqvist) May be vindicated after Chaos war, though he agrees the law based on false evidence against him is a good idea, after all. (Managed to stay in business and not get arrested since he did have evidence of some sort against Demos?) Or, he went from owning an intervillage newspaper company to editiong Triscot Daily News, a major step backwards in his career, which he resents. Possibly even a lower position at the paper (whose editor knew Hubert was in the right, but couldn't prove it). When editor retired, Hubert got the position, having proven himself over the last few years.
A union leader runs, who wants to unite all the different unions not just from different villages, but also different trades.
Merfolk decide not to run as it would be problematic not only to conduct campaigns, but also to serve. Also they feel sorry for elves who were exiled when merfolk weren't, so many merfolk may vote for elf candidate. (Jokes may be made about their inability to literally run.) Of course the human candidates should include roughly equal number of male and female candidates.