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Golin took home top honors at the 2017 IN2SABRE Awards for its work with McDonald's on 'All Day Breakfast' at the gala held at the W Hotel in Chicago.
IN2SABRE judges praised the work for "turning a menu change into a movement." The big win comes after a record number of Innovation SABRE Award entries. Best in Show was presented as a countdown among the top five winners of the night (listed below, including a full list of winners for the night).
Best In Show #1
'All Day Breakfast'
McDonald's with Golin
Best In Show #2
The World's Largest Blind Taste Test
Kraft Macaroni & Cheese with Olson Engage
Best In Show #3
COVERGIRL Challenge Industry Norms with First Male Spokesperson
COVERGIRL with Marina Maher Communications
Best in Show #4
Pantene Dad-Do: Fostering the Next Generation of Strong Women
Pantene with DeVries Global
Best in Show #5
Flybabies
JetBlue Airways with MullenLowe
LIVE EVENTS
U by Kotex Brings Women’s Ideas to Life via The Period Projects, Opens World’s First and Only Period Shop
U by Kotex/Kimberly-Clark with Marina Maher Communication
DIGITAL PROMOS & ACTIVATIONS
Ball® Canning Helps Consumers Tackle Food
Ball® Canning with 360PR+
SPONSORSHIPS
Arby's and Andrew "Beef" Johnston
Arby's with Edelman
TRADE SHOWS & AWARDS
Simple Swab, Shorter Stay – Take a Swipe at Antibiotic Resistance
Clorox Healthcare with Ketchum
DIGITAL AND TRADITIONAL MEDIA - PRINT (Earned)
The World's Largest Blind Taste Test
Kraft Macaroni & Cheese with Olson Engage
DIGITAL AND TRADITIONAL MEDIA - BROADCAST (Earned)
Pantene Dad-Do: Fostering the Next Generation of Strong Women
Pantene with DeVries Global
PRODUCT REVIEWS (Earned)
Building BLOCKS’ Profile
ROLI with Max Borges Agency
EARNED MEDIA WITH INFLUENCERS + COMMUNITIES (Earned)
Nexon America's LawBreakers
Nexon America with Wonacott Communications
CREATION OF PERSUASIVE CONTENT
Excedrin Presents The Migraine Experience
GSK Excedrin with Weber Shandwick
CONTENT CREATION FOR MEDIA SITES (Earned)
When a Baby Dies
Children's Minnesota with Weber Shandwick
DIGITAL NEWSROOMS
Barilla's Listening Room Gives Voice To Entire Category
Barilla with Edelman Chicago
CONTENT CREATION FOR MEDIA SITES (Paid)
What is Brain Health?
U.S. Department of Health and Human Services, Administration of Community Living with Ogilvy PR
INFLUENCER ENDORSEMENTS + PAID/UNPAID PRODUCT PLACEMENT
COVERGIRL Challenge Industry Norms with First Male Spokesperson
COVERGIRL with Marina Maher Communications
MEDIA PARTNERSHIP
Dove Love Your Curls Emojis
Unilever - Dove Hair with Edelman
SEO/CONTENT DISTRIBUTION (PAID + ORGANIC)
Sony Music Site Now Hits the Right Notes
Sony with the Hoffman Agency
DIGITAL MARKETING/ADVERTISING
Answering a Mom's Cry for Help
Colief Infant Digestive Aid with RLA Collective
BEST USE OF INTEGRATED SOCIAL MEDIA
#IHatetheWait
Airlines for America with JDA Frontline
BEST USE OF FACEBOOK, TWITTER OR LINKEDIN
McDonald’s: All Day Breakfast
McDonald's with Golin
BEST USE OF YOUTUBE, FACEBOOK VIDEO OR VIMEO
Going Supernova: Achieving #1 in the Doll Category
Moose Toys with MWWPR
BEST USE OF TUMBLR, VINE, PINTEREST, SNAPCHAT OR INSTAGRAM
Tumblr Delivers Massive Impact To Multi-year Pasta Category Effort
Barilla with Edelman
BEST USE OF BLOGS
LinkedIn Engineering Blog
LinkedIn with Bulleit Group
CROWDSOURCING & CO-CREATING
America's Diabetes Challenge
Merck with GCI Health
REAL-TIME ENGAGEMENT
Creating #Cupfusion
The Hershey Company with Ketchum
MEME
The Jim Beam Apple Watch
Jim Beam Apple with Olson Engage
GAMIFICATION/USER-GENERATED CONTESTS
The I'm Feeling Lucky Experience presented by Google Store
Google with FleishmanHillard
INTEGRATED BRAND NARRATIVES
Bernzomatic Torch Bearers
Bernzomatic with Zeno Group
DIGITAL BRAND PLATFORMS
Wrangler Network
Wrangler with French/West/Vaughn
BRAND VIDEOS
Flybabies
JetBlue Airways with MullenLowe
BRAND ANIMATION VIDEOS
Disney Consumer Products and Interactive Media + Star Wars Superfans Go Rogue to Launch New Toy Line
The Walt Disney Company
ILLUSTRATIONS + PHOTOGRAPHY
Marvel x Garage
Disney Consumer Products and Interactive Media
AUDIO: PODCASTS + MUSIC
The Deal With Yield
WinField with Exponent PR
Hacks and Flacks: Charting a Path for PR Podcasts with Unfiltered, Engaging Content
March Communications and Hacks & Flacks
IDENTITY BRANDING
Peace Corps: Inspiring New Generations
The Peace Corps with Ogilvy PR
SOCIAL GOOD + PUBLIC SERVICE
Whirlpool Care Counts Program
Whirlpool with Ketchum
USE OF SOCIAL MEDIA OR ANALYTICS FOR AUDIENCE INSIGHTS OR INFLUENCER TARGETING
Using Advanced Social Listening to Uncover Relevant Purchase Barriers and Micro-Moments in Order to Unearth Audience Insights and Create a Targeted Campaign Engagement Strategy
Procter & Gamble/Head & Shoulders with Marina Maher Communications
ORIGINAL/COMMISSIONED RESEARCH FOR PR
Pet-Friendly Workplace PAWrometer
Banfield Pet Hospital with H+K Strategies
MEASUREMENT, POST-CAMPAIGN ANALYSIS
Be the solution
Businessolver with Edelman Chicago
MARKETING TECHNOLOGY
CEI: Connect. Engage. Influence.
JMRConnect
BEST AGENCY MARKETING
Micro-tribes and the Future of Marketing
M Booth
BEST AGENCY DISRUPTION - TOOLS & TACTICS
How Slack’s AOR runs an email-free PR firm
Rsquared Communication
BEST AGENCY BLOG, EDITORIAL, COMMUNICATIONS PLATFORM
Let Go & Lead
Gagen MacDonald
BEST USE OF SOCIAL MEDIA - AGENCY
Conversation 2 Commerce
MSLGroup
BEST LIVE EVENT — AGENCY
2016 SXW2O
The W2O Group
BEST USE OF SOCIAL MEDIA/DIGITAL ENGAGEMENT ACROSS SECTORS
CORPORATE/B2B
Simple Swab, Shorter Stay – Take a Swipe at Antibiotic Resistance
Clorox Healthcare with Ketchum
CONSUMER GOODS
#WhatTheFlush
Niagara Conservation with PadillaCRT
HEALTHCARE
Driving Crowd-Sourced Cancer Innovation to Change Lives and Build Leadership: The Astellas Oncology C3 Prize
Astellas Oncology with Spectrum
FINANCIAL SERVICES/INSURANCE
CHARITY/NONPROFIT
Producing a Global Event for Pope Francis
The Stem for Life Foundation with Allison + Partners
GOVERNMENT/PUBLIC AFFAIRS/LOBBYING
ReThink: Why Housing Matters - Challenging Misperceptions of Public Housing
HAI Group Inc. with Cone
TECHNOLOGY
Binge Watching to Victory: How to break a world record and launch CyberLink’s PowerDVD to mainstream audiences
CyberLink with Diffusion
EMPLOYEE ENGAGEMENT
The Astellas Way
Astellas America Gagen MacDonald
LEAN MARKETING
America’s Sweatiest Cities by Honeywell Fans
Honeywell Fans with 360PR+
MICRO MARKETING
Blast Motion Knocks New Partnership Out of the Park
Blast Motion with Greenroom PR
NEW COMPANY TO MARKET
Taking Tourism to New Heights: Launching OUE Skyspace LA
OUE Skyspace with Ogilvy PR
NEW PRODUCT TO MARKET
Redefining NARCAN — A Life-Saving Medication
Adapt Pharma with Ketchum
MOST INNOVATIVE AGENCY INITIATIVE
Striving for a Healthy Work/Life Blend at GroundFloor Media
GroundFloor Media
MOST INNOVATIVE BRAND MARKETING/COMMUNICATIONS TEAM
Coming Clean with Cottonelle
Kimberly-Clark, Cottonelle
MOST INNOVATIVE BRAND/AGENCY COLLABORATION
Colgate Encourages Consumers to Save Water
Colgate with Cohn & Wolfe
Intelligence and insight from across the PR world.
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