Innovation SABRE Awards — North America 2021 Winners

The winners were announced at the virtual award ceremony on February 24.

View winning case studies here

Platinum IN2 SABRE Award for Best in Show Countdown 

Best In Show #1
We Are In This Together: Anheuser-Busch Responds To COVID-19 — Anheuser-Busch

Best In Show #2
Beat the Zombie Funk with Mucinex — Mucinex / Reckitt Benckiser with Lippe Taylor

Best In Show #3
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 In Show #4
Chipotle Wins The Super Bowl with TikTok Timeout — Chipotle Mexican Grill with Day One Agency and BCW

Best In Show #5
America Could Use a Beer — Coors Light with ICF Next

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

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 and 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, and 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

Best Agency Thought Leadership

• Innovation in the Age of COVID-19 — Kivvit

Most Innovative Diversity, Equity & Inclusion Initiative

• Expanding FH Perspectives with True Mosaic — FleishmanHillard

Best Event - Agency (Virtual or Live)

• Media Genius Master Class: Fellows Edition — Weber Shandwick

Special Campaigns

Public Service: Covid-19 / Pandemic

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

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

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 —Student

• Sophia Wilby and Beth Garrad — Miami Ad School Toronto

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