SABRE Awards EMEA 2021 Winners | PRovoke Media

2021 SABRE Awards EMEA Winners

View winning case studies here


Platinum SABRE Award for Best in Show

Lifetime Carbon Neutral — Velux with Ketchum UK and &Co.

#2: The last older person to die in loneliness — BBK Foundation with LLYC
#3: The Climate Store — Felix with Prime Weber Shandwick
#4: The Polite Type — TietoEVRY with TBWA\Helsinki
#5:  #whatsyourname — Starbucks with Iris and Edelman UK & Ireland

Diamond SABRE Awards

Company of The Year

  • Iceland Feeds the Nation — Iceland Foods with Weber Shandwick

CEO of the Year

  • Angela Cretu — Avon

The SABRE Award for Superior Achievement in Brand-Building

  • Hertz Campers: How to avoid a crisis in a Jeep rooftop tent — Hertz Portugal with Corpcom

The SABRE Award for Superior Achievement in Reputation Management

  • Shop Small by American Express — American Express with Agence Babel, fischerAppelt & Werbewelt, BCW

The SABRE Award for Superior Achievement in Research and Planning

  • Calastone Fund Flow Index Media Performance — Calastone with FTI Consulting

The SABRE Award for Superior Achievement in Measurement and Evaluation

  • VisitBritain’s measurement journey: how our qualitative KPIs have served us well in a disruptive year — VisitBritain with Commetric and Notified



  • Netflix Blood & Water — Netflix with Clockwork, Eclipse Communications

The Balkans

  • Romanian Hygge — with MSL The Practice

The Baltic

  • First Sticker That Saved People’s Lives— Polish Railway Lines with Partner of Promotion


  • The Dutch New Year’s Dive in times of Covid-19 — Unilever and Unox with Being There, and Banka Media


  • Solve for Tomorrow — Samsung Electronics with Ketchum

Central & Eastern Europe

  • The Protozoan Experiment — Stavební spořitelna České spořitelny with AMI Communications


  • "Appart Solidaire": Open Homes for Covid Heroes — Airbnb with Maarc


  • The last older person to die in loneliness — BBK Foundation with LLYC


  • The Magic Triangle — Essity with Omnicom PR Group

The Middle East

  • #4Humanity—Launching the World’s First Phase III Clinical Trial for an Inactivated Covid-19 Vaccine — G42 Healthcare with APCO Worldwide


  • The most CO2-friendly route — Neste with hasan & partners

Russia and the CIS

  • How 7 Photoshopped fields saved hundreds of real ones — UAnimals with Gres Todorchuk


  • #ChooseKindness — Simple (Unilever) with PR House

United Kingdom and Ireland (Small Budget)

  • Freeing up parking spaces for NHS heroes — Just Park with Ready10

United Kingdom and Ireland (Mid-Budget)

  • Petfished — Department for Environment, Food and Rural Affairs with 23red

United Kingdom and Ireland (Large Budget)

  • Early Days Club — WaterWipes with Golin and The Brooklyn Brothers

Multi-Country Programme

  • Know Your Rights — The Norwegian Labour Inspection Authority with Geelmuyden Kiese

Global Programme

  • Buy Back Friday — IKEA with Edelman, UK & Ireland

Practice areas

Marketing Communications

Business-To-Business Marketing

  • Creating Compelling Customer Communications — Shell with Edelman, UK

Consumer Marketing (Existing Product)

  • The Originals — Cadbury and Age UK with Golin

Consumer Marketing (New Product)

  • Marmite x Lynx: The World's First Social Distancing Deodorant — Lynx with W Communications

Integrated Marketing

  • $5 million to save the country — Promprylad.Renovation with plusone

Corporate Reputation

Institutional Image

  • Kulas into the light — CEZ Group in Romania with Rogalski Damaschin Public Relations

Employee Communications

  • Ciao 2020 — IKEA Iberia with LLYC

Employer Branding

  • SBB "Back to Business" — SBB Swiss Federal Railways with Farner Consulting

Executive Communications

  • Kaspersky Exploring Russia — Kaspersky with Rodnya Creative PR Studio

Capital Markets Communications

  • Reimagining retail — Landsec with Bladonmore

Engaging Society

Cause-Related Marketing

  • #whatsyourname — Starbucks with Iris and Edelman UK & Ireland

Community Relations

  • The Polite Type — TietoEVRY with TBWA\Helsinki

Corporate Social Responsibility

  • Lifetime Carbon Neutral — Velux with Ketchum UK and &Co.

Public Education

  • Beach Mode — Trygg-Hansa with BCW Stockholm


Crisis Management

  • Never Have I Ever Sent — Cargus with Graffiti PR

Issues Management

  • Becoming water smart, for good — Ecolab with Interel

Public Affairs

  • How Logic Seduced The Dutch To Pay More For Their Meat — True Animal Protein Price Coalition with Omnicom PR Group Netherlands

Media Relations

Corporate Media Relations

  • Signsbury's — Sainsbury's with Hope&Glory

Product Media Relations (consumer media)

  • Meatballs at Home — IKEA with Hope&Glory

Product Media Relations (Trade Media)

  • From Boring To Brilliant: How Clarity Put The PR Back Into GDPR For Start-Up Mine — Mine with Clarity

Digital and Social Media

Digital Campaign

  • #UNHATEWOMEN —Terre Des Femmes - Menschenrechte für die Frau with fischerAppelt / Philipp und Keuntje

Social Media/Social Networking Campaign

  • The world’s most beautiful gaming experience — Ubisoft Nordic with PR-operatørene with Kite communication & event

Influencer Marketing

  • LinkedIn Changemakers — LinkedIn with Brands2Life

Branded Journalism

  • How Novartis recast the pharmaceutical industry as the go-to destination for top tech talent — Novartis with FleishmanHillard

Word of Mouth

  • Run Like a Kid — Asters with Be-it Health & Social Impact, part of One Philosophy Group


Guerrilla Marketing

  • #notsafeathome — BMFSFJ with Edelman, Gemany

Publicity Stunt

  • Everybody Together — Sky Arts with Hope&Glory

Special Event

  • How we turned a running marathon into a lifelong marathon — Nova poshta with Gres Todorchuk


  • Impossible Games — Fortum with Trigger Oslo

Trade Show

  • Big Tent moves physical festival online and boosts diversity of attendees — Big Tent with Finn Partners

Specialist Audience

Marketing to Men

  • New Year's again — The Danish Safety Technology Authority with Holm Kommunikation

Marketing to Women

  • Time To Unite — Estée Lauder Companies with Virgo Health

Marketing to Youth

  • Reclaim intimacy — Karo Pharma / Asan with Trigger Oslo

Marketing to Seniors

  • Mask your face, not your problems — International Organization for Migration in Ukraine with plusone

Multicultural Marketing

  • Wray & Nephew x Kano — Wray & Nephew with 3 Monkeys Zeno

Industry sectors

Consumer Goods


  • Nissan Leaf Dream Drive — Nissan with Edelman, UK

Fashion & Beauty

  • ZX: Everything is Cake — adidas with W Communications

Food & Beverage

  • The Climate Store — Felix with Prime Weber Shandwick

Home & Furniture

  • IKEA Paternity Leave — IKEA with Rod/Farner Consulting

Consumer Products

  • adidas Rent-A-Pred — adidas with Hill+Knowlton Strategies

Consumer Services


  • #Fillthearena — Björklöven with Punkt

Financial Services

  • #WhereYouShopMatters —  Visa with Asda'a BCW

Food Service

  • I love my bistro — Collectif d’acteurs du secteur CHR with BCW France


  • Eau de New Car — Auto Trader with PR Agency One

Travel & Tourism

  • "Appart Solidaire": Open Homes for Covid Heroes — Airbnb with Maarc


Energy and Natural Resources

  • Change The Weather — E.ON with Engine MHP + Mischief

Chemicals & Industrials

  • Talent-A Supporting Rural Women — Corteva Agriscience with Apple Tree

Professional Service Firms

  • #20x20: If She Can't See It, She Can't Be It — Along Came A Spider with Ogilvy/Wilson Hartnell

Real Estate & Construction

  • Sound Codes of Romania — Globalworth with Ogilvy Romania

Transportation & Logistics

  • Future Seascapes — Lloyd's Register with The Romans


Consumer Electronics

  • TfL x PlayStation 5: London Underground takeover to launch PlayStation 5 — PlayStation UK with Red Consultancy

Technology: Hardware

  • Connecting the Falklands— Square and Mastercard with Harvard

Technology: Software & Services

  • The Polite Type — TietoEVRY with TBWA\Helsinki


  • Text for Humanity — Sinch with Edelman, UK

Web-Based Business

  • Thanks for Wanking — Badoo with The Romans


Animal Care

  • Elevating good hygiene and responsible pet ownership to protect during Covid-19 — Mars Petcare with Edelman, UK & Ireland

Consumer Health

  • Flirt for Food — Rennie with Unity

Healthcare Providers

  • AXA Health - Switch It — AXA Health with MSL UK

Medical Technology

  • Disrupting the PharmaTech Industry — Exscientia with Edelman, UK

Pharmaceutical: RX

  • New Normal Same Cancer — AstraZeneca with GCI Health and Engine MHP



  • The birth of a new influencer: Vaxinator fights hoaxes — Association of Innovative Pharmaceutical Industry with Seesame

Educational and Cultural Institutions

  • #DIGITALNATIVE: 2020 Admission Campaign — ITMO University

Government Agencies

  • Kazi Mtaani — State Department for Housing and Urban Development with Oxygène Marketing Communication

Not-For-Profit Organizations

  • #UNHATEWOMEN — Terre Des Femmes - Menschenrechte für die Frau with fischerAppelt / Philipp und Keuntje