Innovation SABRE Awards — North America 2020 Winners

The winners were announced at the Innovation SABRE Awards — North America ceremony on February 12 at the Langham Hotel Chicago

View the winning case studies here

The Innovation SABRE Awards — North America 2020 Winners

Best In Show #1

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

"Bold takeover of Fortnite by going after frozen meat — and that went totally viral with the players."

Best In Show #2
The Shape of History — Hulu with Courageous Studios/UM

Best In Show #3
#AcceptanceMatters — Mastercard with Ketchum, McCann, BMF

"Topped off an event with business action, giving transgender customers a product they needed."

Best in Show #4

Broadway the Rainbow  — Skittle with ICF Next

"They topped their unconventional approach to Super Bowl in 2018 with a Broadway show in 2019. Totally fits the brand."

Best in Show #5 
Driscoll's Rosé Berry Limited Edition Summer Launch — Driscoll's with Allison+Partners

"If you can increase 10% shelf space - that's like a whole country at a grocery store."

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

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- Brand Animation — 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

Best in Marketing Technology

• Zignal Labs – Best in Marketing Technology — Zignal Labs

Agency Spotlight

Best Agency Disruption

• Ketchum: A Pivot Toward the Future — Ketchum
  

Best Agency Publishing Platform

• Techruptors & the Social Permission Tipping Point — Ketchum

Most Innovative Recruitment/Retention Initiative

• We're not in Kansas Anymore — Bospar

Most Innovative Diversity & Inclusion Initiative

• FH Perspectives — FleishmanHillard

Best Live Event - Agency

• A Healthcare Targeted Approach to Provide Client Value — W2O

Special Campaigns

Corporate/B2B

• Hack The Bracket — Adobe 

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

Employee Engagement

• #HitMeWithYourFluShot — Christiana Care Health System

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
  

Innovation Excellence

Most Innovative Agency Initiative

• Courageous Studios — Courageous Studios

Innovator of the Year — Agency

• Jim Weiss — W2O Group