2024 SABRE Awards North America Winners

The 2024 North American SABRE Awards, which recognizes Superior Achievement in Branding Reputation and Engagement, were announced on May 1. Also honored were the  Agencies of the Year and Best Agencies to Work For.

PLATINUM SABRE AWARD FOR BEST IN SHOW

Winner:

McDonald's Birthday Meals: Grimace's Birthday — McDonald's with Golin

Finalists:
2. Black Hair is Professional — Dove with Ogilvy
3. SAG-AFTRA 2023 Negotiations and Strike Campaign — SAG-AFTRA
4. Step Up for Safety — DHL Supply Chain with Fahlgren Mortine
5. Aura Freedom ‘For Her’ Campaign — Aura Freedom with Veritas Communications and Forsman & Bodenfors

Diamond SABRE Awards

Company of the Year

• DoorDash Canada: Company of the Year — DoorDash Canada with ruckus Digital

The SABRE Award for Superior Achievement in Brand-Building

• The lululemon Dupe Swap — lululemon with Edelman

The SABRE Award for Superior Achievement in Reputation Management

• Engagements Are Back. So is Signet Jewelers' Stock Price — Signet Jewelers with The Sway Effect

The SABRE Award for Superior Achievement in Research and Planning

• GSK x Lifetime Present: I Never Thought to Ask: A Mom's Quest for Answers — GSK with Chandler Chicco Agency

The SABRE Award for Superior Achievement in Measurement and Evaluation

• Rao's Homemade #LasagnaSoup Viral Sensation — Rao's Homemade with M Booth

Gold SABRE Awards

Industry Sector

Consumer Goods

Automotive

• Luke Bryan Fans Go “Nuts” for Fendt Snack Collaboration — AGCO/Fendt Farm Equipment with Exponent

Fashion & Beauty

• Turn Your Back — Dove with Ogilvy

Food

• Philadelphia Cream Cheese Tax-Free Bagel — Philadelphia Cream Cheese with Zeno Group, GUT, P57, H&H Bagels

Beverage

• Corona and Sech Re-Create “Take Me Out to the Ball Game” — Corona USA with MullenLowe PR, Burns

Home & Furniture

• GE Appliances Canada - Changing The Future Of Soccer For Good — GE Appliances Canada with Craft Public Relations

Consumer Products

• Asshole Activists — Tushy with Citizen Relations

Consumer Services

Entertainment

• Kick of Destiny — FanDuel with MikeWorldWide

Financial Services

• Found in Translation: The untold story of children who give a voice to generations. — U.S. Bank with Weber Shandwick and McCann Worldgroup

Food Service

• Subway for Life: Name Change — Subway with FleishmanHillard

Retailers

• Add to Heart Premiere — Walmart with Golin, Dentsu

Travel & Tourism

• Trainline: Your Ticket to Europe — Trainline with 360PR+

Business-to-Business

Energy And Natural Resources

• KSM Project: Navigating Environmental Assessment - and Beyond — PRA Communications

Chemicals & Industrials

• Positioning WM as a Sustainability Leader — WM with BCW

Professional Service Firms

• Real or Not Real? — Frontify with Fight or Flight

Real Estate & Construction

• Skydeck Chicago: Elevating Enthusiasm Post Renovation — Skydeck Chicago with Zapwater Communications

Transportation & Logistics

• Opportunities Without Boundaries — DHL Supply Chain

Technology

Consumer Electronics

• Helping Students Make The Grade — Brainly with Bospar

Technology: Hardware

• Introducing: Foundational Fabrics for the Age of AI - Series B Funding — Enfabrica with Wireside Communications

Technology: Software & Services

• Adobe Firefly Launch: Turning Influencers into Interrogators — Adobe with Golin

E-Commerce

• What’s in a Name? Overstock Becomes Bed Bath & Beyond — Overstock/Bed Bath & Beyond with Method Communications

Healthcare

Consumer Health

• Narcan® Nasal Spray: Ready to Rescue — Emergent BioSolutions with Curation Communications

Healthcare Providers

• OrganEquity: the HBCU and OPO Partnership to Save Black Lives — Meharry, ODAG, & DCI Donor Services with Finn Partners

Medical Technology

• Bank on CBR with Chrissy — Cord Blood Registry with EvolveMKD

Pharmaceutical: Rx

• Cover Your Bases: Alex Rodriguez Teams Up with OraPharma and the League of United Latin American Citizens (LULAC) to Educate Latino Americans About Gum Disease — OraPharma with Coyne PR

Non-Corporate

Associations

• Champions Of The Truth — News Media Canada with Craft Public Relations

Educational & Cultural Institutions

• I Teach 9/11 — The 9/11 Memorial & Museum with Avoq

Government Agencies

• From Potential to Prosperity - United Nations LDC5 — United Nations with Hill & Knowlton

Not-For-Profit Organizations

• Joaquin's First School Shooting — Change the Ref with BCW

International

Global Campaign

• Create Real Magic — Coca-Cola with Ogilvy / OpenX

Multimarket Campaign

• SAG-AFTRA 2023 Negotiations and Strike Campaign — SAG-AFTRA

Canadian Campaign

• Aura Freedom ‘For Her’ Campaign — Aura Freedom with Veritas Communications and Forsman & Bodenfors
  

Practice Area

Marketing Communications

Business-To-Business Marketing

• Tear the Paper Ceiling — Ad Council with Ogilvy

Consumer Marketing (Existing Product)

• Black Hair is Professional — Dove with Ogilvy

Consumer Marketing (New Product)

• McDonald's Birthday Meals: Grimace's Birthday — McDonald's with Golin

Inclusive Marketing

• Pride Tape — Scotiabank with Rethink

Integrated Marketing

• Ben Affleck *Officially* Runs on Dunkin' — Dunkin' (Inspire Brands) with MSL, Artists Equity

Corporate Reputation

Institutional Image

• Sold on Soy: Building Consumer Reputation for Soy — U.S. Soy with MSL

Employee Communications

• Step Up for Safety — DHL Supply Chain with Fahlgren Mortine

Employer Branding

• Cooking Up Employer Brand Love — McDonald's of New England with Shift

Executive Communications

• Fasten your Seatbelts - Ushering in the Sustainable Era of Aviation with Eviation’s All-Electric Alice Aircraft — Eviation with Finn Partners

Capital Markets Communications

• Engagements Are Back. So is Signet Jewelers' Stock Price — Signet Jewelers with The Sway Effect

Engaging Society

Purpose-Driven Branding

• The Stage Zero Collection — Love & Nudes with Weber Shandwick Canada

Community Relations

• Found in Translation: The untold story of children who give a voice to generations. — U.S. Bank with Weber Shandwick and McCann Worldgroup

Corporate Philanthropy and Fund-Raising

• Launching "The Rocket Fund" to End AIDS by 2030 — The Elton John AIDS Foundation with BCW

ESG Campaign

• The Flight Against Climate Change — Honeywell with Finn Partners

Public Education

• Aura Freedom ‘For Her’ Campaign — Aura Freedom with Veritas Communications and Forsman & Bodenfors

Advocacy

Crisis Management

• Making it Right in East Palestine — Norfolk Southern with Weber Shandwick & Jackson Spalding

Issues Management

• Sandy Hook — Koskoff Koskoff & Bieder with BerlinRosen

Public Affairs

• Joaquin's First School Shooting — Change the Ref with BCW

Media Relations

Corporate Media Relations

• Orkin's Rodent Headlines are Running Rampant — Orkin Pest Control with Jackson Spalding

Product Media Relations (Consumer Media)

• Ring’s Million Dollar Search for Extraterrestrials — Ring (Amazon) with Hunter

Product Media Relations (Trade Media)

• Tear the Paper Ceiling — Ad Council with Ogilvy

Digital and Social Media

Digital Campaign

• Jameson's SPTO (St. Patrick’s Time Off) Desk Decoy — Pernod Ricard USA with Weber Shandwick

Social Media/Social Networking Campaign

• Definitely Do Your Taxes — H&R Block with Ogilvy

Influencer Marketing

• A Life Less Clogged with BIC EasyRinse and Ariana Madix — BIC with M Booth

Branded Journalism

• Dunkin' Encourages Americans to Avoid 'FOMO' on National Donut Day — Dunkin' (Inspire Brands) with MSL

Word Of Mouth

• Snoop Goes Smokeless — Solo Stove with The Martin Agency

Experiential

Guerrilla Marketing

• Keep It Real Can — Molson Coors Beverage Company with Citizen Relations

Publicity Stunt

• McDonald's Birthday Meals: Grimace's Birthday — McDonald's with Golin

Special Event

• Let's Be Blunt – Jimmy John's Rolls Out an Epic 4/20 Celebration — Jimmy John's (Inspire Brands) with MSL

Sponsorship

• Get Joy Saves Halloween — Get Joy with Sēd Communications

Trade Show

• Standing Out from the AI Crowd — Hewlett Packard Enterprise with Allison

Specialist Audience

Marketing to Men

• SAXX Tees It Up with 'The Ball Masters' — SAXX with Zeno Group

Marketing to Women

• Woman Corp — ERA with Ogilvy

Marketing to Youth

• Sonic Summer Drinks Remix — Sonic (Inspire Brands) with MSL

Marketing to Seniors

• Celebrating 10 Years of Humana Game Changers — Humana with Coyne PR

Multicultural Marketing

• KitKat Iftar Bar — KitKat with Rethink

Silver SABRE Awards

PR Agency Employee Program

• Belong at Day One Agency — Day One Agency

PR Agency Citizenship

• Reshaping Lives: Full Circle — Mission Plasticos with TogoRun

PR Agency Marketing

• Salary Transparency — Craft Public Relations

Thought Leadership In PR

• How M Booth Turned Allyship Into Action — M Booth