Innovation SABRE Awards — North America 2022 Winners

The winners were announced at the virtual award ceremony on February 23.

View winning case studies here

PLATINUM SABRE AWARD FOR BEST IN SHOW

Winner

Bigger Picture — Budweiser with Allison+Partners

Finalists

2) Iceman to Canton — Coors Light with ICF Next & Alma

3) Detroit Youth Choir 'Glory' — The Detroit Youth Choir with Imagination

4) Bospar Messes With Texas — Bospar

5) Happy Birthday, Twitter — Canadian Centre for Child Protection with No Fixed Address

Innovation Excellence

Innovator of the Year — Agency

• Bospar: the Politely Pushy, Work-From-Home Agency — Bospar

The Young Changemakers Award

The 2022 Young Changemakers Award North America

• Mubashira Farooqi

Experiential Marketing

Best in Live Events

• Boards of Change — City of Chicago and When We All Vote with Current Global, FBC

Best in Online/Virtual Events

• Seeing Farm Tech in Action Through Virtual Reality — John Deere with Racepoint Global

Best in Digital Promo & Activation

• Under a Rock — Hotels.com with ICF Next

Best in Sponsorships

• Iceman to Canton — Coors Light with ICF Next & Alma

Earned Media

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

• Bigger Picture — Budweiser with Allison+Partners

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

• How the embrace of innovative tech won Alaska Airlines and a startup major coverage in top-tier pubs — Alaska Airlines, Airspace Intelligence with Alaska Airlines PR, The Bulleit Group, C+C

Best in Digital/Print Media — Regional (Earned)

• How EV startup Indigo Technologies caught the wave of Boston’s new tech buzz — Indigo Technologies with The Bulleit Group

Best in Broadcast Media — National (Earned)

• Iceman to Canton — Coors Light with ICF Next & Alma

Best in Broadcast Media — Regional (Earned)

• Bospar Messes With Texas — Bospar

Best in Product Reviews (Earned)

• Bospar Takes Unistellar To New Heights — Unistellar with Bospar

Best Earned Media with Influencers + Communities

• Midol's No Apologies Period — Bayer with twelvenote

Best Persuasive Content

• "Who is TSMC?" — TSMC with The Hoffman Agency

Best Content Creation for Media Sites (Earned)

• Bayer Gives Heart Attack and Stroke Survivors a “Most Meaningful Melody” to Inspire a Focus on Their Health — Bayer with twelvenote

Sponsored & Paid Media

Best Content Creation for Media Sites (Paid)

• Don't Wait - For Each Other For Us All — New Jersey Department of Health with Kivvit

Best Influencer Programs + Endorsements (Paid)

• Iceman to Canton — Coors Light with ICF Next & Alma

Best Media Partnership

• Tide Designs First Laundry Detergent for Space   — Tide with Marina Maher Communications, Ketchum

Best SEO/Content Distribution Program (Paid + Organic)

• Resurrecting the Synopsys Corporate Blog — Synopsys with The Hoffman Agency

Best in Digital Marketing/Advertising

• Clorox Scentiva Yas Clean! — Clorox Scentiva with Ketchum

Social Media & Community Management

Best Overall Use of Social Media & Platforms

• Tampax Gets a (Social) Makeover — Tampax with Procter & Gamble and MSL

Best Use of Social Networks

• Chipotle Mexican Grill - Discord Career Fair — Chipotle Mexican Grill with Day One Agency

Best Use of Social Video

• Clorox Scentiva Yas Clean! — Clorox Scentiva with Ketchum

Best Use of Social Photos

• Basil Hayden’s Posts Worth Toasting To — Basil Hayden with Day One Agency

Best in Crowdsourcing & Co-creating

• Think Quik: A Social Influencer Success Story by GoPro — GoPro with Hotwire

Best in Real-time Engagement

• Elevating the Gender Gap in Sports — Dick's Sporting Goods with 160over90, VMLY&R

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

• Seeing Farm Tech in Action Through Virtual Reality — John Deere with Racepoint Global

Best Meme/ Idea that Taps into a Cultural Moment

• #ShotforSam Vaccine Incentive Program — Samuel Adams with MullenLowe, Goodby, Silverstein & Partners, Hearts & Science

Best Use of Gamification/User-Generated Contests

• Gamers' Paradise — 7-Eleven with M Booth

Brand Content & Creativity

Best in Brand Narratives

• Tide Designs First Laundry Detergent for Space   — Tide with Marina Maher Communications, Ketchum

Best in Digital Brand Platforms

• Syngenta Media Summit Adapts – and Thrives – in Virtual Environment — Syngenta with G&S Business Communications

Best in Brand Film/Video

• Happy Birthday, Twitter — Canadian Centre for Child Protection with No Fixed Address

Best Use of Illustrations + Photography

• How Airspace Intelligence explained its tech through the use of smart art — Airspace Intelligence with The Bulleit Group

Best in Audio: Podcasts + Music

• Clorox Scentiva Yas Clean! — Clorox Scentiva with Ketchum

Best in Identity Branding

• Bar Smells — Miller Lite with ICF Next

Best in Social Good + Public Service + Activism

• Bigger Picture — Budweiser with Allison+Partners

Best in Brand Purpose

• The Strivers Initiative — Mastercard with Ketchum, McCann, Carat

Analytics + Insights

Best Use of Original/Commissioned Research for PR

• The 3M State of Science Index: Shattering Stereotypes with "Not the Science Type" — 3M with Ketchum, Generous Films, and Passion Point Collective

Best in Measurement, Post-Campaign Analysis

• The Incredible Egg Challenge — American Egg Board with Ketchum

Best in Marketing Technology

• omniearnedID “Cracks” the Code on Measuring Return on Influence — American Egg Board with Ketchum and Omnicom Public Relations Group

Agency Spotlight

Best Agency Disruption

• Accessible By Design — Current Global

Best Agency Thought Leadership

• Home Country as Stakeholder: The Rising Geopolitical Risk for Business Leaders — Weber Shandwick

Most Innovative Diversity, Equity & Inclusion Initiative

• Bospar Messes With Texas — Bospar

Best Event - Agency (Virtual or Live)

• Bospar Messes With Texas — Bospar

Special Campaigns

Public Service: Covid-19 / Pandemic

• Bigger Picture — Budweiser with Allison+Partners

Public Service: Social Justice / Racial Equity / #BlackLivesMatter

• Detroit Youth Choir 'Glory' — The Detroit Youth Choir with Imagination

Public Service: Other Non-profit / Charity

• Cottonelle BLKHLTH #GoodDownThere — Cottonelle with Ketchum

Healthcare / Pharmaceutical / Health-tech

• Using AI and Real-World Data to Hyper-Target Heart Patients — Abbott with Real Chemistry and Swoop, part of Real Chemistry

Travel/Hospitality

• Under a Rock — Hotels.com with ICF Next

Consumer

• BIC Gets Lit with Snoop Dogg & Martha Stewart — BIC with MikeWorldWide

Fashion/Retail

• Thanksgiving Turkey Protection Plan — Whole Foods Market with MikeWorldWide

Technology/Clean Energy/Biotech

• Bospar Takes Unistellar To New Heights — Unistellar with Bospar

Corporate Reputation/B2B/Investors

• Aligning Education, Skills & Jobs - A Social & Economic Imperative — IBM

Employee Activism/Engagement

• Bospar Messes With Texas — Bospar

Politics/Public Affairs/Lobbying/Government

• Fighting For Our Veterans' Health — IAVA with ROKK Solutions

New to Market

Best New Company / Executive Launch

• PMI: Leveraging a Change in Leadership To Achieve a Better Future, Faster — Philip Morris International

Best New Product / Brand Launch

• Ford F-150 Lightning Reveal — Ford Motor Company with Imagination & Wieden+Kennedy