Winners

2021

Innovation SABRE Awards North America 2021 - BEST IN SHOW

Finalists

Innovation SABRE Awards North America 2022 - CATEGORY WINNERS

The Innovation SABRE Awards

Experiential Marketing

Best in Live Events

  • Pantone Color of the Year 2020: A multi-sensory experience — Pantone with Huge

Best in Online/Virtual Events

  • Future of Fit — Fitbit with FleishmanHillard

Best in Digital Promo & Activation

  • Making Luxury a Virtual Experience — Grand Seiko with Ketchum

Best in Sponsorships

  • Royal Canin Puppy Pre-Show AKC National Championship Dog Show — Royal Canin with

Best in Trade Shows & Awards

  • Come Home to Fresh Air — Broan with Cramer-Krasselt

Earned Media

Best in Digital/Print Media — General/Consumer/Lifestyle Media (Earned)

  • Good Humor: A New Jingle for a New Era — Good Humor (Unilever) with Edelman

Best in Digital/Print Media — Business/Trade Media (Earned)

  • How Bospar Helped Yellowbrick Clap Back! — Yellowbrick with Bospar

Best in Digital/Print Media — Regional (Earned)

  • Relief for Utah’s Service Industry and Sanitization for the Navajo Nation — Ogden's Own with GreenRoom

Best in Broadcast Media — National (Earned)

  • #RIPeanut — Planters with ICF Next and VaynerMedia

Best in Broadcast Media — Regional (Earned)

  • Divided by Design: Findings from the American South — E Pluribus Unum with Berni Consulting

Best in Product Reviews (Earned)

  • How Nautilus Went Pedal-to-Pedal with Peloton — Nautilus, Inc. with The Hoffman Agency

Best Earned Media with Influencers + Communities

  • Beat the Zombie Funk with Mucinex — Mucinex / Reckitt Benckiser with Lippe Taylor

Best Persuasive Content

  • Electric Vehicle Myths Busted — Ford Motor Company with WPP (BCW, PS-B, GTB), Chrome

Best Content Creation for Media Sites (Earned)

  • Checkr Drives Important Social Change by Highlighting Inequality in Hiring — Checkr with Method

Sponsored & Paid Media

Best Content Creation for Media Sites (Paid)

  • Subway: Beyond Meatball — Subway Restaurants of Canada with Veritas

Best Influencer Programs + Endorsements (Paid)

  • Suckers for Brew — Coors Light with ICF Next

Best Media Partnership

  • Nacho Average Showdown — Frito-Lay North America: Tostitos with Ketchum

Best SEO/Content Distribution Program (Paid + Organic)

  • FREMONT POLICE DEPARTMENT RECRUITMENT PIVOTS IN THE FACE OF NATIONAL TRAGEDY — Fremont Police Department with The Hoffman Agency

Best in Digital Marketing/Advertising

  • Chipotle Wins The Super Bowl with TikTok Timeout — Chipotle Mexican Grill with Day One Agency, BCW

Social Media & Community Management

Best Overall Use of Social Media & Platforms

  • Beat the Zombie Funk with Mucinex — Mucinex / Reckitt Benckiser with Lippe Taylor

Best Use of Social Networks

  • MUCINEX® Changes the OTC Landscape By Going DTC — MUCINEX® with Barbarian (Digital Agency), m ss ng p eces (Production Company) and Legend (Influencer and PR)

Best Use of Social Video

  • Chipotle Wins The Super Bowl with TikTok Timeout — Chipotle Mexican Grill with Day One Agency, BCW

Best Use of Social Photos

  • Bread & Breakfast — Hotels.com with ICF Next

Best Use of Social Publishing / Blogs

  • How Bospar Helped Yellowbrick Clap Back! — Yellowbrick with Bospar

Best in Crowdsourcing & Co-creating

  • Going the Extra Smile — Frito-Lay / Lay's with Ketchum, The Marketing Arm, OMD

Best in Real-time Engagement

  • America Could Use a Beer — Coors Light with ICF Next

Best in AI/Virtual Reality/Augmented Reality/Immersive Technology

  • Puerto Rico Virtual Vacay — Discover Puerto Rico with Ketchum

Best Meme/Viral Campaign

  • Agree to Disagree: Jif Settles the Jif vs. Gif Debate — Jif/JM Smucker Co. with MSL, PS1 (Publicis, Zenith, Publicis Media, Moxie), Giphy, Funny or Die

Best Use of Gamification/User-Generated Contests

  • Black Forest Plants the First Ever Virtual National Forest on Instagram — Black Forest with Day One Agency, Duncan Channon, Golin, Geometry, Mindshare

Brand Content & Creativity

Best in Brand Narratives

  • Tampax Partnered With Amy Schumer To Turn Question Marks Into Periods — Tampax with MSL (lead agency) Saatchi & Saatchi, Carat, Wunderman Thompson (partners)

Best in Digital Brand Platforms

  • Extending STAGR's Unsurpassed Service Model with a Robust Digital Ecosystem — Stallergenes Greer with W2O

Best in Brand Film/Video

  • The Macallan: World's Best Scotch Whisky Experiences — The Macallan with M Booth

Best Use of Illustrations + Photography

  • Profiles in Resilience Poster Series — International AIDS Society (AIDS 2020) with W2O

Best in Audio: Podcasts + Music

  • Bring Back Bronco Podcast — Ford Motor Company with GTB, Pacific Content, Hill Knowlton Strategies

Best in Identity Branding

  • BRINGING THE LALLEMAND BRANDS TOGETHER – AND TO LIFE​ — Lallemand Animal Nutrition with G&S Business Communications

Best in Social Good + Public Service + Activism

  • Project 100 — GiveDirectly with Precision

Best in Brand Purpose

  • Hyatt x Zeno - Brand Purpose — Hyatt Hotels Corporation with Zeno Group

Analytics + Insights

Best Use of Original/Commissioned Research for PR

  • 2020 Census: Shape Your Future. Start Here. — U.S. Census Bureau with BCW Global

Best in Measurement, Post-Campaign Analysis

  • Diffusion for Burrow: Achieving PR ROI Through Data-Driven Media Strategy & Measurement — Burrow with Diffusion

Best in Marketing Technology

  • It's Time to Prove It: Proof BusinessGPS for Marketing & Communications — Proof Analytics with Hasan & Partners, W2O

Agency Spotlight

Best Agency Disruption

  • Invention in PR — Adam Ritchie Brand Direction with Adam Ritchie Brand Direction

Best Agency Thought Leadership

  • Innovation in the Age of COVID-19 — Kivvit with

Most Innovative Diversity, Equity & Inclusion Initiative

  • Expanding FH Perspectives with True Mosaic — N/A with FleishmanHillard

Best Event - Agency (Virtual or Live)

  • Media Genius Master Class: Fellows Edition — Weber Shandwick with

Special Campaigns

Public Service: Covid-19 / Pandemic

  • We Are In This Together: Anheuser-Busch Responds To COVID-19 — Anheuser-Busch with

Public Service: #BlackLivesMatter / Racial Equity

  • Children Belong in the Conversation: HP Empowers Families to Tackle Tough Conversations — HP Inc. with Edelman

Healthcare / Pharmaceutical / Health-tech

  • MUCINEX® Changes the OTC Landscape By Going DTC — MUCINEX® with Barbarian (Digital Agency), m ss ng p eces (Production Company) and Legend (Influencer and PR)

Travel/Hospitality

  • Launch of the Chief Virtual Learning Officer (CVLO) Program — Kimpton Hotels & Restaurants with Allison Partners

Consumer

  • #RIPeanut — Planters with ICF Next and VaynerMedia

Technology/Clean Energy/Green Energy

  • Microsoft Teams: Solving Video Fatigue through Together Mode — Microsoft with WE Communications

Corporate Reputation/B2B/Investors

  • Avaya: Reinvigorating a 20-Year-Old Brand — Avaya with Hotwire

Employee Activism/Engagement

  • Camp John Hancock – Manulife — John Hancock with

Non-profit / Charity

  • Clorox Clears Teachers’ Back-to-School Wish Lists — The Clorox Company with Ketchum

Politics/Public Affairs/Lobbying/Government

  • Keeping Cannabis Essential Amid The Pandemic — Cannabis Information Project with Marathon Strategies

Lean Marketing

  • Buy Happiness – Rent a Finn — Visit Finland with Zapwater Communications

Micro Marketing

  • Sparking A Dialogue of Hope for LGBTQ Youth — The Trevor Project with GCI Health

New to Market

Best New Company / Executive Launch

  • How Prodoscore Makes Work from Home Actually Work — Prodoscore with Bospar

Best New Product / Brand Launch

  • Unleash the Cheetle: Introducing Cheetos Popcorn — Frito-Lay North America - Cheetos with Ketchum

Innovation Excellence

Innovator of the Year — Agency

  • An Act of Defiance! — Bospar with Bospar

Innovator of the Year — Brand

  • Kathy Krenger, Senior Vice President of Global Communications — Hyatt Hotels Corporation with Zeno Group

Innovator of the Year — Business Leader

    2020

    Innovation SABRE Awards North America 2020 - BEST IN SHOW

    Finalists

    Innovation SABRE Awards North America 2022 - CATEGORY WINNERS

    The Innovation SABRE Awards

    Experiential Marketing

    Best in Live Events

    • #AcceptanceMatters — Mastercard with Ketchum, McCann, BMF

    Best in Digital Promo & Activation

    • Chipotle Reward Me - The only thing better than free money is free Chipotle — Chipotle with Day One Agency

    Best in Sponsorships

    • Over Delivering for Super Bowl LIII — Pizza Hut with Zeno Group

    Best in Trade Shows & Awards

    • From Shadow to Spotlight - How speaking helped Zoox gain an inside track on rivals — Zoox with The Bulleit Group

    Earned Media

    Best in Digital/Print Consumer Media (Earned)

    • Driscoll's Rosé Berry Limited Edition Summer Launch — Driscoll's with Allison Partners

    Best in Digital/Print B2B Media (Earned)

    • WSJ really IS the Future of Everything, when it comes to AI and Ethics — Affectiva with March Communications

    Best in Broadcast Media (Earned)

    • Teen Summer Challenge — Planet Fitness with

    Best in Product Reviews (Earned)

    • SickKids Airbnb — SickKids Foundation with No Fixed Address

    Best Earned Media with Influencers + Communities

    • Mahomes 57 — Heinz with ICF Next

    Best Persuasive Content

    • UL Close Before You Doze — UL with Allison Partners

    Best Content Creation for Media Sites (Earned)

    • Natty Light Summer Intern — Natural Light with M&C Saatchi Sport & Entertainment

    Sponsored & Paid Media

    Best Content Creation for Media Sites (Paid)

    • The Super American Pecan-A-Thon — American Pecan Council with Weber Shandwick

    Best Influencer Programs + Endorsements (Paid)

    • David Dobrik Breaks Records with Chipotle — Chipotle with Day One Agency

    Best Media Partnership

    • #SponCon Vows — Hotels.com with ICF Next

    Best SEO/Content Distribution Program (Paid + Organic)

    • Fremont Police Department Turns to Microsite to Reach Job Candidates — City of Fremont with The Hoffman Agency

    Best in Digital Marketing/Advertising

    • Fantasy Life — Fantasy Life with Hot Paper Lantern

    Social Media & Community Management

    Best Use of Integrated Social Media

    • OpenTable Goes Into #DiningMode for Mother’s Day — Open Table with Carmichael Lynch Relate

    Best Use of Social Networks

    • Keeping Fortnite Fresh — Wendy's with Ketchum with VMLY&R and Spark Foundry

    Best Use of Video Networks

    • ASMR for DIYers — Behr with ICF Next

    Best Use of Photo Networks

    • Tag Responsibly, Keep Jackson Hole Wild — Jackson Hole Travel & Tourism Board with Exponent PR

    Best in Crowdsourcing & Co-creating

    • Chipotle’s Summer of TikTok — Chipotle with Day One Agency

    Best in Real-time Engagement

    • Wrangler Claps Back - Lil Nas X Collection — Wrangler with French | West | Vaughan

    Best Meme/Viral Campaign

    • Mahomes 57 — Heinz with ICF Next

    Best Use of Gamification/User-Generated Contests

    • Keeping Fortnite Fresh — Wendy's with Ketchum with VMLY&R and Spark Foundry

    Brand Content & Creativity

    Best in Brand Narratives

    • Broadway the Rainbow — Skittles with ICF Next

    Best in Digital Brand Platforms

    • Microsite Tells the Fremont Police Department's Brand Story to Job Candidates — City of Fremont with The Hoffman Agency

    Best in Brand Film/Video

    • Railroad Ties — Ancestry with Weber Shandwick

    Best in Brand Animation

    • EARTH — RYOT (A Verizon Media Company) with Rogers & Cowan

    Best Use of Illustrations + Photography

    • Ask About the Curve — Endo Pharmaceuticals with Ogilvy

    Best in Audio: Podcasts + Music

    • RUNAWAY TRAIN 25 — National Center for Missing & Exploited Children with Powell Communications and M/H VCCP

    Best in Identity Branding

    • Doritos Another Level — Frito-Lay with Ketchum

    Best in Social Good + Public Service

    • 360PR HELPS STONYFIELD ORGANIC TAKE ITS MISSION TO NEW PASTURES — STONYFIELD ORGANIC with 360PR

    Best in Brand Purpose

    • Secret x USWNT: Equal Work, Equal Sweat, Equal Pay — Secret Deodorant (Procter & Gamble) with DeVries Global

    Analytics + Insights

    Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting

    • Conoco Chooses Go with #MyHeroConoco — Phillips 66/Conoco with Carmichael Lynch Relate

    Best Use of Original/Commissioned Research for PR

    • "It's About Respect" Sexual Violence Prevention Pilot — Washington State Department of Health with C C

    Best in Measurement, Post-Campaign Analysis

    • Edelman Intelligence for Hologic: Getting Tested Gets Put to the Test — Hologic with

    Best in Marketing Technology

    • Zignal Labs – Best in Marketing Technology — Zignal Labs with

    Agency Spotlight

    Best Agency Disruption

    • Ketchum: A Pivot Toward the Future — Ketchum with Ketchum

    Best Agency Publishing Platform

    • Techruptors & the Social Permission Tipping Point — Ketchum with Ketchum

    Most Innovative Recruitment/Retention Initiative

    • We're not in Kansas Anymore — Bospar with Bospar

    Most Innovative Diversity & Inclusion Initiative

    • FH Perspectives — Not Applicable with FleishmanHillard

    Best Live Event - Agency

    • A Healthcare Targeted Approach to Provide Client Value — N/A with W2O

    Special Campaigns

    Corporate/B2B

    • Hack The Bracket — Adobe with

    Consumer

    • Reese's Candy Converter — Reese's with Zeno Group

    Healthcare

    • Taste Test Drive — GSK Consumer Healthcare, Nicorette with Weber Shandwick

    Financial Sector

    • Data Rules Everything Around Me (D.R.E.A.M): How Zelle® used Data to Make “Everyday Better” — Early Warning with Huge

    Social Good/Non-profit

    • Just One Trip — King County Metro with C C

    Social Purpose

    • The Shape of History — Hulu with Courageous Studios/UM

    Politics/Public Affairs/Lobbying/Government

    • Ad Hoc Utilities Group Public Affairs Campaign — Ad Hoc Utilities Group (AHUG) with Chartwell Strategy Group

    Technology

      Employee Engagement

      • #HitMeWithYourFluShot — Christiana Care Health System with

      Lean Marketing

      • A More Fashionable Finland with #ANTHROINFINLAND — Visit Finland with Zapwater Communications

      Micro Marketing

      • How to create an October Surprise — Unisys with Bospar

      New to Market

      Best New Company Launch

      • Making Masturbation Mainstream — plusOne with Hotwire

      Best New Product Launch

      • LEGO® Education SPIKE™ Prime – The Building Bricks to Confidence in Learning — LEGO Education with

      Innovation Excellence

      Most Innovative Agency Initiative

      • Courageous Studios — Courageous Studios with

      Innovator of the Year — Agency

      • Jim Weiss — N/A with W2O

      Innovator of the Year — Brand

      • Catherine Hernandez-Blades, SVP & Chief ESG & Communications Officer, Aflac — Aflac with

      2019

      Innovation SABRE Awards North America 2019 - BEST IN SHOW

      Finalists

      Innovation SABRE Awards North America 2022 - CATEGORY WINNERS

      The Innovation SABRE Awards

      Experiential Marketing

      Best in Live Events

      • Milking My Ladies: Launching the Elvie Pump — Elvie with SourceCode

      Best in Digital Promo & Activation

      • #RepresentLove — Tinder with M Booth

      Best in Sponsorships

      • Taste the Gold: Hershey’s Shares Olympic Gold Platform — The Hershey Company with Ketchum

      Best in Trade Shows & Awards

      • Beauty gets ugly: Chainsaws and soldiers at CES — FOREO with GreenRoom PR Agency

      Earned Media

      Best in Digital/Print Consumer Media (Earned)

      • Exclusive the Rainbow — Skittles with ICF Next

      Best in Digital/Print B2B Media (Earned)

      • Bringing Life-Altering Med-Tech to National Attention — INSIGHTEC with Red Lorry Yellow Lorry

      Best in Broadcast Media (Earned)

      • Helzberg Diamonds Breaks the Rules of Engagement — Helzberg Diamonds with Carmichael Lynch Relate

      Best in Product Reviews (Earned)

      • Retro Pitch Hits Emotional Touch Point with Reviewers — Nautilus Inc. with The Hoffman Agency

      Best Earned Media with Influencers + Communities

      • Influencers Take to the Skies and Go #UPINTHEFINNAIR — Finnair with Zapwater Communications, Inc.

      Best Persuasive Content

      • Feel More: Redefining Masculinity by Destigmatizing Masturbation Around the World — TENGA with Burson Cohn & Wolfe

      Best Content Creation for Media Sites (Earned)

      • JIM, The First Smart Decanter — Jim Beam with ICF Next

      Sponsored & Paid Media

      Best Content Creation for Media Sites (Paid)

      • Welcome to the Water Revolution — Niagara Conservation with Padilla

      Best Influencer Programs + Endorsements (Paid)

      • Colgate Saves Water, Builds Business and Slows GHG Emissions — Colgate-Palmolive with BCW

      Best Media Partnership

      • Challenging Perceptions to Change the Future of Food — Land O'Lakes with Exponent PR, Colle McVoy

      Best Seo/Content Distribution Program (Paid + Organic)

      • Fremont Website Takes Holistic Approach to SEO — City of Fremont with The Hoffman Agency

      Best in Digital Marketing/Advertising

      • Taste is Blind: How Arla Got Consumers to Care About an Upstart Cream Cheese — Arla with Carmichael Lynch Relate

      Social Media & Community Management

      Best Use of Integrated Social Media

      • #RepresentLove — Tinder with M Booth

      Best Use of Social Networks

      • Mayochup — Heinz with ICF Next

      Best Use of Video Networks

      • Hilton Declares Affordable Suites for All — Embassy, Homewood and Home2 Suites by Hilton with GSDM and rbb Communications

      Best Use of Photo Networks

      • Celebrating Equal Parts Cocktails, Charity and Creativity for Negroni Week 2018 — Campari with M Booth

      Best Use of Blogs

      • Calling in the Experts: Answers for Tough Questions on the Farm — Cenex with Exponent PR

      Best in Crowdsourcing & Co-creating

      • Champions of Science: The Art of Ending Stigma — Janssen Pharmaceutical Companies of Johnson & Johnson with

      Best in Real-time Engagement

      • Kit Kat Love Story — Kit Kat with Ketchum

      Best Meme/Viral Campaign

      • Mayochup — Heinz with ICF Next

      Best Use of Gamification/User-Generated Contests

      • Outrageous Fans Outrageous Product = Outrageous Launch — Reese's with Ketchum

      Brand Content & Creativity

      Best in Brand Narratives

      • Prosocial: Changing the Conversation Around 13 Reasons Why — Netflix with Zeno Group

      Best in Digital Brand Platforms

      • Alizila - — Alibaba Group with N/A - all done in house

      Best in Brand Film/Video

      • Today's All-American Family and Unconscious Bias — HP with Edelman

      Best in Brand Animation

      • Explanimators Video Series — Microsoft with Microsoft Story Labs

      Best Use of Illustrations + Photography

      • Creating an Unlikely Water Hero — Scotts Miracle-Gro with Zeno Group

      Best in Audio: Podcasts + Music

      • Two Scientists Walk Into a Bar, a podcast for the scientist (in all of us) — Genentech, a member of the Roche Group with Weber Shandwick

      Best in Identity Branding

      • Barefoot Wines Creates Parody Music Group, the Slay Team — Barefoot with MWWPR

      Best in Social Good + Public Service

      • Prescribed to Death — National Safety Council with Ketchum, Energy BBDO, m ss ng p eces, The Mill, Flare, PHD

      Analytics + Insights

      Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting

      • Conoco Launches “Choose Go” — Phillips 66/Conoco with Carmichael Lynch Relate

      Best Use of Original/Commissioned Research for PR

      • Clean is the Beginning — Clorox with Ketchum

      Best in Measurement, Post-Campaign Analysis

      • Development of the Hypatia Gravity Score to Measure Media Impact — Hypatia with Lippe Taylor

      Best in Marketing Technology

      • W2O's Search Magic 8-Ball: Using Search Analytics to Map Intent and Drive PESO Activation — Not Applicable with

      Agency Spotlight

      Best Agency Marketing

      • Creating Cultures of Empowerment: Have Her Back — Golin with Golin

      Best Agency Disruption - Tools & Tactics

      • Meet Q: AI Powered Community Management — Weber Shandwick with Weber Shandwick

      Best Agency Blog, Editorial, Communications Platform

      • W2O Integrated Thought Leadership — W2O with

      Best Live Event - Agency

      • W2O – Joining Forces with SXSW Interactive 2018 to Provide Client Value — W2O with

      Special Campaigns

      Corporate/B2B

      • Teaching Chefs to Go Whole Hog for Prosciutto di Parma — Consorzio del Prosciutto di Parma with Padilla

      Consumer

      • Exclusive the Rainbow — Skittles with ICF Next

      Healthcare

      • Champions of Science: The Art of Ending Stigma — Janssen Pharmaceutical Companies of Johnson & Johnson with

      Financial Sector

      • Mental Health & The Finance Advice Relationship — Bridgehouse Asset Managers with

      Social Good/Non-profit

      • More Powerful Together: Shining a New Light on the HeForShe Movement and Gender Equality — United Nations HeForShe Movement with FleishmanHillard New York

      Government/Public Affairs/Lobbying

      • The Patients Are Waiting: How HARPA Will Change Lives Now — Suzanne Wright Foundation with Ketchum

      Technology

      • #RepresentLove — Tinder with M Booth

      Employee Engagement

      • Opportunities & Challenges Animation Series — Merck with Gagen MacDonald

      Crisis Management

      • From “S.O.S” to “Bienvenidos”: Puerto Rico Asks Media To #CoverTheProgress — Discover Puerto Rico with Ketchum

      Lean Marketing

      • How an unknown startup went against tech favorite: Elon Musk — Thor Trucks with The Bulleit Group

      Micro Marketing

      • The Hot-Cheetos Turkey — Reynolds with ICF Next

      New to Market

      Best New Company Launch

      • How an unknown startup went against tech favorite: Elon Musk — Thor Trucks with The Bulleit Group

      Best New Product Launch

      • The Day IHOP Flipped the Script — IHOP with Creative: Droga5 /Media Buying: Initiative/ Social Media: MRM/McCann /POP: Barkley US

      Innovation Excellence

      Most Innovative Project - University/College Level (Pro Bono Category)

      • W2O’s Center for Social Commerce — W2O with

      Most Innovative Agency Initiative

      • Creating Cultures of Empowerment: Have Her Back — Golin with Golin

      Most Innovative Marketing/Communications Professional - Agency

      • Adam Ritchie, PR Inventor — Adam Ritchie Brand Direction with Adam Ritchie Brand Direction

      Most Innovative Brand Marketing/Communications Professional - Brand

      • My Special Aflac Duck — Catherine Hernandez-Blades/Aflac with Sproutel
      • TIme to Vote — Levi Strauss & Co and Patagonia with