Innovation SABRE Awards North America 2025 Winners

Platinum IN2 SABRE Award for Best in Show

Winner:
"Let's Run There" with Jeremy Renner — Brooks Running with M Booth, Venture Production Group

Finalists:
#2: St. Patrick's Eve — Jameson Irish Whiskey with Weber Shandwick, Publicis Collective, 160over90, UEG
#3: TurboTax Undone — TurboTax with Citizen Relations
#4: Special Delivery — Grubhub with Golin, The Brooklyn Brothers
#5: The ElectionGraph Project — Neo4j with Ruder Finn

The Innovation SABRE Awards

Experiential Marketing

Live Events

• The First Edible Mascot — Pop-Tarts with Weber Shandwick

Digital Promo & Activation

• DiGiorno Thanksgiving Pizza — DiGiorno / Nestle U.S. with Weber Shandwick

Sponsorships

• Lip Oil Change: Empowering Legendary Females at the Indy 500 — e.l.f. Cosmetics with Day One Agency, All Terrain, eGen, Shadow, BRANDEd Management

Earned Media

Digital/Print Media: General, Consumer and Lifestyle Media

• Date Night Pass — Applebee’s Neighborhood Grill Bar with Current Global and Initiative (NY)

Digital/Print Media: Business/Trade Media

• Building a Science-Backed HR Brand — Achievers with PAN

Broadcast Media

• Beyond the Blue Screen: Parametrix puts a price on the Crowdstrike Crisis — Parametrix with Bospar

Product Reviews

• The Electrifying Transformation of an Underdog — Kia America with Zeno Group

Earned Media with Influencers + Communities

• BIC Intensity Pens Clic with TikTokers — BIC with M Booth

Persuasive Content

• Box Out Colon Cancer — Exact Sciences with Burson

Content Creation for Media Sites (Earned)

• "Let's Run There" with Jeremy Renner — Brooks Running with M Booth, Venture Production Group

Sponsored & Paid Media

Content Creation for Media Sites (Paid)

• TurboTax Undone — TurboTax with Citizen Relations

Paid Influencer Programs + Endorsements

• Heineken 0.0 Brings the L0VE.L0VE for Moderation to US Open — Heineken

Product Placement (Entertainment Vehicle)

• Campari x SAG Awards 2024 — Campari with M Booth

Digital Marketing/Advertising

• Allegra Airways — Opella (previously Sanofi) with Salutem, an Edelman family agency

Social Media & Community Management

Overall Use of Social Media & Platforms

• We Put That $#!T on Super Bowl LVIII With Jason Kelce — Frank’s RedHot with Colle McVoy & Exponent

Social Video

• Peach Responsibly — Molson Coors Beverage Company with Citizen Relations

Social Publishing / Blogs

• Conversationally: Helping Consumers Achieve Their Financial Goals — Ally Financial with Tier One Partners

Influencer Marketing

• The Search for the Best. Job. Ever: Brock Purdy’s Road Trip to Find John Deere’s Chief Tractor Officer — John Deere with Racepoint Global

Crowdsourcing & Co-creating

• Next Flavor Network — Rubix Foods with Belle Communication

Platform-Specific Campaigns

Best Use of Facebook

• #bratsummer for sexual health — Missouri Family Health Council with Candor

Best Use of Instagram

• Jackson Hole Helps Overzealous Tourists Practice "Selfie Control" to Protect Wildlife — Jackson Hole Travel & Tourism Board with Colle McVoy & Exponent

Best Use of LinkedIn

• How CEO Maggie Barnett launched her fulfillment company, providing a new vision of female leadership in logistics — LVK with The Bulleit Group & LSR Brand Consulting

Best Use of TikTok

• Carnation Milks and Grandma Helen — Carnation Milks / Nestlé USA with Weber Shandwick

Owned Media

Website

• Liver’s #1 Fan — Madrigal Pharmaceuticals with Real Chemistry

Mobile Apps

• Otsuka Salary.com Family Caregiver Calculator — Otsuka America Pharmaceuticals with WE Communications

Digital Publishing

• SignalFire: From Seed Stage to Front Page — SignalFire with Bospar

CSR, ESG and DEI Reporting

• Enviri's 2023 ESG Report — Enviri Corporation

Annual Report

• Mars Pet Nutrition Annual Report — Mars Pet Nutrition with Weber Shandwick

Documentary Film and Video

• The Unseen Journey — Incyte with Real Chemistry

Tools and Tactics

Virtual Reality/Augmented Reality/Immersive Technology

• More Than Just Words — Novartis Pharmaceutical Corporation with Biosector 2

Best Use of Artificial Intelligence in PR

• The Unseen Journey — Incyte with Real Chemistry

Audio: Podcasts + Music

• Gallery of Memories — Egale Canada with Citizen Relations

Gamification/User-Generated Contests

• Marathumb Challenge — Saucony with KWT Global

Identity Branding

• Campbell’s Chunky Celebrates Jason Kelce with First-Ever ‘Legend Edition’ Can — Campbell's Chunky with MSL

Illustrations + Photography

• Ag in :60 Content Series — Syngenta Crop Protection with G&S Business Communications

Meme

• #bratsummer for sexual health — Missouri Family Health Council with Candor

Real-time Engagement (Crisis and Issues)

• Beyond the Blue Screen: Parametrix puts a price on the Crowdstrike Crisis — Parametrix with Bospar

Real-time Engagement (Newsjacking)

• Heinz Ketchup & Seemingly Ranch — Heinz with Zeno Group, Rethink, The Kitchen

Partnerships

Media Partnership

• The Making of APEC CEO Summit 2023: Engaging the U.S. Business Community on “Creating Economic Opportunity” — NCAPEC with Global Gateway Advisors

Influencer Partnership

• Special for a Reason — Special K (WK Kellogg Co) with MSL

Celebrity Partnership

• St. Patrick's Eve — Jameson Irish Whiskey with Weber Shandwick, Publicis Collective, 160over90, UEG

NGO and Charity Partnerships

• Nivea’s 'Proud In Your Skin' Campaign Tackles LGBTQ Loneliness — Nivea with M Booth

Brand Partnership

• Rao's Homemade Pasta Alla Tequila — Rao's Homemade with M Booth

Data and Analytics

Social Listening

• Clearblue Shatters Taboo and Turns Up the Volume on Menopause — Clearblue (Procter & Gamble) with MSL

Data in Campaign Planning and Development

• Parvo is Poop — Elanco Animal Health with FleishmanHillard

Behavioral Science

• Bounty is Your Wingman — Bounty (Procter & Gamble) with MSL

Insight

• Special Delivery — Grubhub with Golin, The Brooklyn Brothers

Original/Commissioned Research for PR

• Finding the “Blue Space” in Mainstream Media — Jobber with PAN

Measurement and Post-Campaign Analysis

• Influencing cleanliness, from insights to impact — Clorox with Ketchum

The Tech Stack Awards

PR Software and Services

• PRophet: Leading the Evolution of Communications Technology — PRophet

Campaign Awards

Platform Creation

• "Let's Run There" with Jeremy Renner — Brooks Running with M Booth, Venture Production Group

Content Marketing Campaign

• How Do You Like Them…Donuts? Dunkin’ Introduces ‘The DunKings’ — Dunkin' (Inspire Brands) with MSL, Artists Equity

Storytelling

• It's Not The Same Without Your Buds — Labatt Breweries of Canada with Veritas Communications

Data-Driven Campaign

• Otsuka Salary.com Family Caregiver Calculator — Otsuka America Pharmaceuticals with WE Communications

Boldest Campaign

• The Shotline — Change the Ref and March for Our Lives with MullenLowe, MediaHub, and Edisen Tech

Most Disruptive Campaign

• My Smile is My Superpower — Colgate with Burson

Combating Disinformation

• Live Your PosSCZible — Bristol Myers Squibb (BMS) with RXMosaic

Corporate Values in Action

• Launching The Climate College — Paul Smith's College with Bospar

Start-Up Marketing Campaign

• From Correction to Celebration: How Civitai Overcomes Scrutiny in the AI Image Revolution — Civitai with The Bulleit Group

Emerging Sector Campaign

• The ElectionGraph Project — Neo4j with Ruder Finn

Pro-Bono Campaign

• UNDP Weather Kids Campaign — United Nations Development Programme with The Bliss Group

Micro-Budget Campaign

• Visit Finland's "Happiness Masterclass" Featured on ABC Nightline — Visit Finland with Zapwater Communications

This Year’s Issue: The Election

• The ElectionGraph Project — Neo4j with Ruder Finn

Agency Awards

Disruptive Agency of the Year

• Axicom: Disruptive Agency of the Year — Axicom

Data-Driven Agency of the Year

• Hahn: Champions of Change — Whataburger

Purpose-Driven PR Agency of the Year

• Being Zeno: Certainty in Uncertain Times — Zeno Group

Diversity, Equity & Inclusion Initiative

• Archetype Ascend — Archetype with Archetype Ascend

Agency Thought Leadership

• The State of Latinas in the U.S. — Boden Agency

Agency of the Future

• Axicom: Agency of the Future — Axicom

Individual Awards

Creative Professional of the Year

• Jeff Immel — The Weber Shandwick Collective

Data Professional of the Year

• Alex Christian — EvolveMKD

DE&I Professional of the Year

• Politely Push*E — Bospar

Innovator of the Year: Agency

• Chris Perry — The Weber Shandwick Collective

Innovator of the Year: Brand

• Brendan McEvoy, Head of External Communications, AstraZeneca — AstraZeneca with Edelman

And finally…

Write your own category

• Honeymoon's Coming Out — Sazerac, Mars Snacking, Opendoor, PepsiCo and more with Honeymoon (category: Best Agency You've Never Heard Of)