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There were a record number of entries to the Innovation & Insights SABRE Awards competition — which also means it was an exceptionally competitive year. For many categories, narrowing down all the entries for the shortlist was especially challenging. And while lots of excellent work is recognized, some very strong contenders ultimately couldn't make the shortlist.
With that, congratulations to all those who made the shortlist. The winners were announced on the evening of February 16 at the W Hotel in downtown Chicago. The gala followed the 4th Innovation Summit that explored how brands engage, influence and innovate during uncertain times.
EXPERIENTIAL MARKETING
LIVE EVENTS
DIGITAL PROMOS & ACTIVATIONS
Ball® Canning Helps Consumers Tackle Food
Ball® Canning with 360PR+
Great Wolf Lodge Splashes into Southern California
Great Wolf Resorts with Allison + Partners
The Scott® 1000 Road Trip
Scott Brand/Kimberly-Clark with Ketchum
Transformers: Earth Wars Mobile App Launch Party
Hasbro with Rogers & Cowan
WebEx Reaches New Audiences Through Integrated Social Overhaul
Cisco with Golin
SPONSORSHIPS
Arby's and Andrew "Beef" Johnston
Arby's with Edelman
Pandora Jewelry Brings Style to the Center Stage at Coachella
Pandora with Cohn & Wolfe
Samsung @ Sundance 2016
Samsung US with PMK*BNC
Stronger Moms
Procter & Gamble with MMK+
Turtle Wax Drives Millennial Awareness with eSports Partnership
Turtle Wax with Zeno Group
TRADE SHOWS & AWARDS
HP Inc. Dominates the "Olympics of Printing"
HP Inc with Porter Novelli
La French Tech at CES: Entrepreneur Is a French Word
Business France with Havas
Simple Swab, Shorter Stay – Take a Swipe at Antibiotic Resistance
Clorox Healthcare with Ketchum
Whetting Retail Buyers’ Appetites for Rachel Zoe’s Baby Gear Collection for Quinny & Maxi-Cosi
Maxi-Cosi/Quinny with 360PR+
Xerox Services Elevates Healthcare Brand at HIMSS
Xerox Services with Text100
EARNED MEDIA
DIGITAL AND TRADITIONAL MEDIA - PRINT (Earned)
Area 1 Security Celebrates Good Samaritans, Earns NYT and Hollywood Attention
Area 1 with Bateman Group
Breaking the CES Mold: Introducing A Fitness tracker for seniors, the Lively Wearable
GreatCall with PAN Communications
Pantone Color of the Year: From Pop Culture Moment to Pop Culture Movement
Pantone with Kwittken
Redefining NARCAN -- A Life-Saving Medication
Adapt Pharma with Ketchum
The World's Largest Blind Taste Test
Kraft Macaroni & Cheese with Olson Engage
DIGITAL AND TRADITIONAL MEDIA - BROADCAST (Earned)
Bring Back the Bees
General Mills Canada with Veritas
Election Insurance
Esurance with MSLGroup Chicago
Move Your Lee
Lee Jeans with H+K Strategies
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
Changing the Face of Beauty, Literally
Milk Makeup with DeVries Global
How the Jitterbug Flip and Smart made headlines in the world of iPhones and Androids
GreatCall with PAN Communications
Nonni's Foods: 2016 Earned Product Reviews + Sponsorships
Nonni's Foods with Hill + Knowlton Strategies
Power Never Looked So Stylishly Slim
HP, Inc with Porter Novelli
EARNED MEDIA WITH INFLUENCERS + COMMUNITIES (Earned)
Challenge Industry Norms with First Male Spokesperson
COVERGIRL with Marina Maher Communications
Jameson Shakes Up The Influencer Playbook
Pernod Ricard with Ketchum
Launching Jack’s Brewhouse Bacon Burger Wrecklessly
Jack in the Box with MWWPR
Nexon America's LawBreakers
Nexon America with Wonacott Communications
Skylanders Cake Masters
Activision with PMK*BNC
CREATION OF PERSUASIVE CONTENT
Excedrin Presents The Migraine Experience
GSK Excedrin with Weber Shandwick
An Industry Under Fire Comes Out Swinging
4A’s with Havas
Introducing the “Edge Data Center®”
EdgeConneX® with iMiller Public Relations
Liking’ Our Way to a Cure for Cancer
Qualtrics with Method Communications
When a Baby Dies
Children's Minnesota with Weber Shandwick
CONTENT CREATION FOR MEDIA SITES (Earned)
Excedrin Presents The Migraine Experience
GSK Excedrin with Weber Shandwick
The Jim Beam Apple Watch
Jim Beam Apple with Olson Engage
Make Space for Dried Plums
California Dried Plum Board with Ketchum
Open-Xchange: Championing Freedom to Build Awareness for an Open Product
Open-Xchange with March Communications
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
Escucha® as McDonald's Hispanic Consumer Brand Newsroom
McDonald's USA with Boden PR
P&G Thank You, Mom: Creating Virality to Dominate a Crowded Conversation
SPONSORED & PAID MEDIA
CONTENT CREATION FOR MEDIA SITES (Paid)
Winner: What is Brain Health?
U.S. Department of Health and Human Services, Administration of Community Living with Ogilvy PR
Runner Up: Make Space for Dried Plums
California Dried Plum Board with Ketchum
INFLUENCER ENDORSEMENTS + PAID/UNPAID PRODUCT PLACEMENT
COVERGIRL Challenge Industry Norms with First Male Spokesperson
COVERGIRL with Marina Maher Communications
Leveraging Influencer Endorsement Beyond a Tweet and an Interview
Atkins with MWWPR
Leveraging the Power of Celebrity to Help Make Call Of Duty XP A Major Pop Culture Moment
Activision with PMK*BNC
#What The Flush
Niagara Conservation with PadillaCRT
The World's Largest Blind Taste Test
Kraft Macaroni & Cheese with Olson Engage
MEDIA PARTNERSHIP
Bank of America/USA TODAY Better Money Habits Report
Bank of America with Burson-Marsteller
Dove Love Your Curls Emojis
Unilever - Dove Hair with Edelman
Evolving Business Models: The On-Demand Economy and Workforce of the Future Surveys
Burson-Marsteller
The Huffington Post Spotlights Insight Dialogues
The Rockefeller Foundation with RF Binder
Marvel x Garage
Disney Consumer Products and Interactive Media
SEO/CONTENT DISTRIBUTION (PAID + ORGANIC)
DIGITAL MARKETING/ADVERTISING
Answering a Mom's Cry for HelpSOCIAL MEDIA & COMMUNITY MANAGEMENT
BEST USE OF INTEGRATED SOCIAL MEDIA
Building a Community of Engineers
IEEE with Finn Partners
Disney Consumer Products and Interactive Media + Star Wars Superfans Go Rogue to Launch New Toy Line Disney Consumer Products and Interactive Media/The Walt Disney Company
#IHatetheWait
Airlines for America with JDA Frontline
JCPenney Launches One-Stop Shopping Destination for Plus-Size Women
JCPenney with M Booth + VP+C
Unbroken Hearts: Shaping the Interventional Cardiology Story
Society for Cardiovascular Angiography and Interventions with Weber Shandwick
BEST USE OF FACEBOOK, TWITTER OR LINKEDIN
Creating #Cupfusion
The Hershey Company with Ketchum
#IHatetheWait
Airlines for America with JDA Frontline
BEST USE OF YOUTUBE, FACEBOOK VIDEO OR VIMEO
Going Supernova: Achieving #1 in the Doll CategoryBEST USE OF TUMBLR, VINE, PINTEREST, SNAPCHAT OR INSTAGRAM
Attracting a New Generation of Scotch Lovers OnlineBEST USE OF BLOGS
Driving Change with Delo 400CROWDSOURCING & CO-CREATING
America's Diabetes ChallengeREAL-TIME ENGAGEMENT
3M Wishes Katherine Johnson a Happy Birthday
3M with Ketchum
Attracting a New Generation of Scotch Lovers Online
The Macallan with M Booth
Creating #Cupfusion
The Hershey Company with Ketchum
Logitech Daily Trending Content
Logitech with Praytell
McDonald's: All Day Breakfast - The People's Launch
McDonald's with Golin
GAMIFICATION/USER-GENERATED CONTESTS
Winner: The I'm Feeling Lucky Experience presented by Google Store
Google with FleishmanHillard
BRAND CONTENT & CREATIVITY
Please include the content that’s being evaluated within your submission.
INTEGRATED BRAND NARRATIVES
Ball® Canning Helps Consumers Tackle Food Waste While Growing Sales
Ball® Canning with 360PR+
Bernzomatic Torch Bearers
Bernzomatic with Zeno Group
Department of Energy’s Better Buildings Challenge SWAP Campaign
Department of Energy with C+C
Guinness Stoutmoji
Diageo - Guinness with Taylor Strategy
What’s Behind the Yellow Sign?
Kampgrounds of America (KOA) with Allison + Partners
DIGITAL BRAND PLATFORMS
Honey Maid: Wholesome ButtonBRAND VIDEOS
Excedrin Presents The Migraine ExperienceBRAND ANIMATION VIDEOS
Disney Consumer Products and Interactive Media + Star Wars Superfans Go Rogue to Launch New Toy Line
The Walt Disney Company
Showcasing the In-store Digital Experience
ILLUSTRATIONS + PHOTOGRAPHY
Marvel x Garage
AUDIO: PODCASTS + MUSIC
IDENTITY BRANDING
Insight Dialogues presented by The Rockefeller FoundationSOCIAL GOOD + PUBLIC SERVICE
Department of Energy’s Better Buildings Challenge SWAP Campaign
U.S. Department of Energy with C+C
Keys to Progress: Helping Veterans In-Need Get Back On The Road
Progressive Insurance with Allison + Partners
Second Chance Champions
Donate Life Ohio and the Ohio Department of Health's Second Chance Trust Fund with Fahlgren Mortine
#VoteYourPark: Partners in Preservation 2016
American Express and the National Trust for Historic Preservation with Day One
Whirlpool Care Counts Program
Whirlpool with Ketchum
ANALYTICS + INSIGHTS
USE OF SOCIAL MEDIA OR ANALYTICS FOR AUDIENCE INSIGHTS OR INFLUENCER TARGETING
Be Remarkable: Recruiting Physical Therapists in an Understaffed IndustryORIGINAL/COMMISSIONED RESEARCH FOR PR
Bank of America: Research, Relationships and Resources for Small BusinessesMEASUREMENT, POST-CAMPAIGN ANALYSIS
MARKETING TECHNOLOGY
Cision Communication Cloud
Cision
Conversation 2 Commerce
MSLGroup
Proof - Computing the Business Impact of Marketing & Communications
Proof
Squeezing Efficiency From Fresh Data for Florida Citrus
Florida Department of Citrus with Edible, Inc
CEI: Connect. Engage. Influence.
JMRConnect
AGENCY SPOTLIGHT
BEST AGENCY MARKETING
Conversation 2 Commerce
MSLGroup
Cultivating Influence
Shift Communications
Micro-tribes and the Future of Marketing
M Booth
Post-Integration: How One Agency Promoted an Evolving Brand, Increased Clients and Attracted New Talent
Racepoint Global
We See Things Differently
ReviveHealth
BEST AGENCY DISRUPTION - TOOLS & TACTICS
Conversation 2 Commerce
MSLGroup
How Slack’s AOR runs an email-free PR firm
Rsquared Communication
The Human Project – Methodology, IP and Tools
Zeno Group
Measuring the Impact of Influence: Influence Impact Score Launch
Allison + Partners
JMRConnect CEI: Shaping Influence Worldwide®
JMRConnect
BEST AGENCY BLOG, EDITORIAL, COMMUNICATIONS PLATFORM
Let Go & Lead
Gagen MacDonald
Finsbury Insights
Finsbury
PMK*BNC Half-Yearly Snapshot Magazine, Summer 2016
PMK*BNC
BEST USE OF SOCIAL MEDIA - AGENCY
Winner: Conversation 2 Commerce
MSLGroup
Runner Up: #WSCookieDay - A National Cookie Day Social Campaign
Walker Sands
BEST LIVE EVENT — AGENCY
2016 SXW2O
The W2O Group
Fahlgren Mortine B2B Peer Summit
SPECIAL CAMPAIGNS
BEST USE OF SOCIAL MEDIA/DIGITAL ENGAGEMENT ACROSS SECTORS
CORPORATE/B2B
Empowering Today’s Digital Marketers with Leading Adobe Reports and Actionable DataCONSUMER GOODS
Analog by American GreetingsHEALTHCARE
Driving Crowd-Sourced Cancer Innovation to Change Lives and Build Leadership: The Astellas Oncology C3 PrizeFINANCIAL SERVICES/INSURANCE
Banking At The Pace Of Life
Fidelity National Information Services (FIS) with Golin
I Was a Teenage Budget Hero
CHARITY/NONPROFIT
Earth To Paris: A Global Movement for Bold Planet Action
UN Foundation with Havas
#GivingTuesday: The Super Bowl of Philanthropy
92nd Street Y with Havas
Muscular Dystrophy Association asks Americans to Defy the Impossible and “Live Unlimited"
Muscular Dystrophy Association with RF Binder
Producing a Global Event for Pope Francis
The Stem for Life Foundation with Allison + Partners
Victory: Invictus Games Orlando 2016
Invictus Games with H+K Strategies
GOVERNMENT/PUBLIC AFFAIRS/LOBBYING
Bring Your Brave: Inspiring Courageous Conversations About Breast Cancer Risk
Centers for Disease Control and Prevention with Ogilvy Washington
#OnlyInMN
Explore Minnesota Tourism with Exponent PR
ReThink: Why Housing Matters - Challenging Misperceptions of Public Housing
HAI Group Inc. with Cone
#ShopMilpitas50 Competition
City of Milpitas with Singer Associates
Vision Zero
NYC Department of Transportation
TECHNOLOGY
From Prosthetic Kitten Paws to 3D Lunar Landings: Autodesk & The Future of Making Things
Autodesk with M Booth
Binge Watching to Victory: How to break a world record and launch CyberLink’s PowerDVD to mainstream audiences
EMPLOYEE ENGAGEMENT
The Astellas Way
Astellas America Gagen MacDonald
Building a Culture of Innovation
Emerson with Fahlgren Mortine
Enhancing DuPont's Internal Digital Capabilities to Activate Corporate Storytelling
DuPont with Gagen MacDonald
YorktelShare: Employee Engagement, Content Amplification & Single-click Social Advocacy
Yorktel with JMRConnect
LEAN MARKETING
America’s Sweatiest Cities by Honeywell Fans
Belize Engages The Stars
MICRO MARKETING
#BeautyrestPets on National Pet Day
NEW TO MARKET
This category recognizes work done to bring new brands, new technology or new products to market.
NEW COMPANY TO MARKET
All-Digital Launch Of New Hillshire Snacking Brand Packs a Big Bite
Hillshire Snacking with MWWPR
CRC Innovates a “Perfect” Way to See, Shop & Experience Beauty to the US
NEW PRODUCT TO MARKET
CompTIA Cyber Secure: A Look at Employee Cybersecurity Habits in the Workplace
CompTIA with Walker Sands
McDonald’s: All Day Breakfast – The People’s Launch
McDonald's with Golin
OMbra: The Women’s Wearable
OMSignal with Inner Circle Labs
Redefining NARCAN — A Life-Saving Medication
Adapt Pharma with Ketchum
Zebra's Move to Disrupt the Warehouse
Zebra Technologies with Burson-Marsteller
INNOVATION EXCELLENCE
MOST INNOVATIVE AGENCY INITIATIVE
Conversation 2 CommerceMOST INNOVATIVE BRAND MARKETING/COMMUNICATIONS TEAM
Winner: Coming Clean with Cottonelle
Kimberly-Clark, Cottonelle
MOST INNOVATIVE BRAND/AGENCY COLLABORATION
Colgate Encourages Consumers to Save Water BEST IN SHOW - MOST INNOVATIVE WORK
We will countdown the five most innovative campaigns, selected from the evening's category winners.
Intelligence and insight from across the PR world.
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