2022 IN2 SABRE Awards Winners

The IN2 SABRE Awards winners will be presented during the PRovokeEMEA Summit in the afternoon of the same day at The Ham Yard Hotel in London. Tickets are available here. 

Experiential Marketing

Best in Live Events
Winner:

• Art is coming home — The National museum of art, design and architecture with Trigger Oslo

• Chiefs of fun — Destination Trysil with Trigger Oslo
• Mount Recyclemore — musicMagpie with Fanclub
• Samsung Galaxy Life Gym — Samsung UK with Ketchum UK
• VaxCam: A behaviour change campaign to get Londoners jabbed — City of London with Ketchum UK

Best in Online/Virtual Events
Winner:

• Soap & Glory Land — Soap & Glory with Hill+Knowlton Strategies

• Penny. Today — Penny. with MSL The Practice
• Samsung Pioneers - Championing Gender Equality — Samsung UK with Ketchum UK
  
• The Longest Night of the Museum — Wargaming Group Limited
• The O2 in Fortnite Creative — O2 with Hope&Glory and VCCP
  

Best in Digital Promo & Activation
Winner:

• The World's Youngest Headhunter — K.I.D.S. Foundation with MSL Group Poland

• Entrepreneurship Adventures — King Abdullah University of Science and Technology with Hill+Knowlton Strategies
• Nivea #daretowowandcare — Beiersdorf Bulgaria with SiteMedia Consultancy
• Order Glenn — Unibet with BCW Stockholm
• Uncancel Collection — União Audiovisual with Corpcom, SATG, NOSSA, H2N

Best in Sponsorships
Winner:

• Sports belong to everyone — Opel with Geelmuyden Kiese

• Drive & Live: Uber x ENO — Uber with Hope&Glory
  
• The Land of Conquerors — The CEZ Group in Romania with Rogalski Damaschin Public Relations
• Welcome to #StamfordBeach — trivago with Unity, Peppercomm
• WeThe15 Gamechangers — Meta with Hope&Glory

Earned Media

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

• When Harry met Santa — Posten with POL

• Space Oddity — The Royal Mint with Hope&Glory
• The Bridgerton Effect — Ebay UK with Weber Shandwick and That Lot
• What happens in the Arctic doesn’t stay in the Arctic. — Arctic Basecamp with Franses
  
• World's first QR-Kit — Tromsø Football Club with Fuse Norway

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

• Dissecting a record year for DDoS attacks using threat intelligence — Netscout Systems with Finn Partners

• Building a Different Type of Unicorn — Marshmallow with MHP Mischief
  
• Global Citizen Live — Global Citizen with Weber Shandwick
• Launching Cruise Saudi – Bringing a New Industry to Saudi Arabia — Cruise Saudi with APCO Worldwide
• Turning "Element who?" into "I want to speak to Element" — Element with Positive

Best in Digital/Print Media — Regional (Earned)
Winner:

• Marked for life — Trygg-Hansa with BCW Stockholm

• How a Bio Hacker Can Save Your Identity — CyberArk with AxiCom
  
• The drawer proof strategy — Visit Norway with Trigger Oslo and Try Råd
• The Thought Leader in premium housing in Stockholm. — Bjurfors real-estate agent with Spotlight
• Where's My Parcel!? — Sendcloud with AxiCom

Best in Broadcast Media — National (Earned)
Winner:

• Fire Tour — Grenfell Athletic with W Communications with Brothers & Sisters

• Don't get terrified — buckle up — National Police of Ukraine and EU Advisory Mission to Ukraine with Be—it Agency, a part of One Philosophy Group of Companies
  
• LACTA - Don't ever leave me — Mondelez International with Ogilvy Greece & Foss Productions
• Together for Museums — Art Fund with Good Broadcast
• Uncancel Collection — União Audiovisual with Corpcom, SATG, NOSSA, H2N

Best in Product Reviews (Earned)
Winner:

• Sonos Roam launch (Norway) — Sonos with PR-operatørene

• Cats, dogs and care — Ageless Innovation with Kaizo
  

Best Earned Media with Influencers + Communities
Winner:

• The Clean Edit — Unilever with Tin Man

• How to make a tractor famous — Nellemann Machinery with Nova Vista
• Nolli Waterman: Finding Her Voice — HSBC with Hill+Knowlton Strategies
• The "Smombie" filter, the first filter created to save young lives — Roadcross Switzerland with Farner Consulting
  
• The screen crib — Multiópticas with LLYC

Best Persuasive Content
Winner:

• The World's Most Equal Country — Civita, The Liberal Think Tank with Geelmuyden Kiese

• All in on exposing illegal gambling — The Norwegian Gambling Authority with Trigger Oslo
• Shell - Simplifying the company structure — Shell with Hill+Knowlton, Finsbury, Wunderman Thompson
• The Boob Life — Tommee Tippee with Manifest
• The vaccine campaign: Do it for yourself — Oslo Municipality with Trigger Oslo and One Big Happy Family

Best Content Creation for Media Sites (Earned)
Winner:

• The Two Hearts Pizzeria — Virgin Media with Tin Man

• Toughest Test — Nokia (HMD Global) with Red Lion with Red Lion
• WeThe15 Gamechangers — Meta with Hope&Glory

Sponsored & Paid Media

Best Content Creation for Media Sites (Paid)
Winner:

• Securing Greatness — Abloy Oy with SEK

Best Influencer Programs + Endorsements (Paid)
Winner:

• #PlayOnWithSamsung — Samsung Electronics Romania with MSL The Practice, Leo Burnett, Starcom, Centrade Cheil

• Four Lads #BlockTheNoiseWithSony — Sony with Hope&Glory
• Mastercard: Passion for a Priceless Planet — Mastercard with Weber Shandwick MENAT
• Money Positive — Experian with Brands2Life
• Samsung Awesome Upskills — Samsung UK with Ketchum UK

Best Media Partnership
Winner:

• Barbie “You can be anything” with Anna Kikina — Mattel with Orta Communications

Best SEO/Content Distribution Program (Paid + Organic)
Winner:

• Boosting organic traffic and rankings in a saturated in-car technology market — Nextbase UK with Finn Partners

Best in Digital Marketing/Advertising
Winner:

• UBS Growth Talk — UBS Switzerland with Farner Consulting, John Allen

• Education that challenges — Kristiania University College with Geelmuyden Kiese
• Peugeot e-2008: ALWAYS ReLEVANT — Peugeot Norway/Bertel O. Steen with Geelmuyden Kiese

Best Overall Use of Social Media & Platforms
Winner:

• Sounds of Lust — RFSU with Valtech Radon, Scream Mediabyrå

• Animals do what? — NSPCA with Razor / M&C Saatchi Abel
• Digital Lessons — HSBC UK with Weber Shandwick and That Lot
• Mad Dash Home — Aviva with Battenhall
  
• The Pet's News Network (PNN) — Marltons with Razor (M&C Saatchi Group SA)

Best Use of Social Networks
Winner:

• Stella: A Trailer Of A Movie That Should Exist — Sanofi with Weber Shandwick

• #RoastChickenDay — UNAITALIA with INC Istituto Nazionale per la comunicazione
• Norway's Coolest Summer Job — The Sea Rescue Society with JCP PRAD
• Sexual Chocolate: Beneath The Wrapper — Prime Video UK with That Lot/Weber Shandwick
  
• Weetabix n Beanz — Weetabix with Frank

Best Use of Social Video
Winner:

• #longlivetheprince — The Kiyan Prince Foundation with MHP Mischief

• The Boob Life — Tommee Tippee with Manifest
• The World's Most Equal Country — Civita, The Liberal Think Tank with Geelmuyden Kiese

Best Use of Social Photos
Winner:

• Colgate #PoutFree Portraits — Colgate with Ketchum UK

• An Employer Branding Campaign That Changes Everything — MSD with Omnicom PR Group NL
  
• Travelport Social Media Campaign: Employee Disk — Travelport with Travelport

Best Use of Social Publishing / Blogs
Winner:

• Social Selling Experts - the salesperson becomes the influencer — Dell Technologies with Monday Group

Best in Crowdsourcing & Co-creating
Winner:

• The Refugee Dictionary — UK for UNHCR with Shook

• #DrawWithDenmark — Viborg Municipality with Have Communications & PR
• #NewSexSlang — IPPF with Portland Communications
• Pickle tomatoes, not business ideas! — Investment and Development Agency of Latvia with Golin Riga

Best in Real-time Engagement
Winner:

• Very Gay Raptor — Ford of Europe with WPP Ford Team

• Marked for life — Trygg-Hansa with BCW Stockholm
• Order Glenn — Unibet with BCW Stockholm

Best in AI/Virtual Reality/Augmented Reality/Immersive Technology
Winner:

• The O2 in Fortnite Creative — O2 with Hope&Glory and VCCP

• #BrowseResponsibly — O2 Slovakia with Seesame, Free Andy Agency, Zenith Media
• #wombstories and the pain museum — Essity / Bodyform with Ketchum UK
• EIB 360° Quest for Climate Solutions — European Investment Bank with Iralta VR
  
• The Two Hearts Pizzeria — Virgin Media with Tin Man

Best Meme/Viral Campaign
Winner:

• NFT Maestropiece for McDonald's by TMBK — McDonald's Czech Republic with Follow Bubble / MSL Czech Republic

• #BrowseResponsibly — O2 Slovakia with Seesame, Free Andy Agency, Zenith Media
• Mach-Eau — Ford of Europe with WPP Ford Team
  
• Norway wins the Space race — Visit Norway with Trigger Oslo
• Wonderful is the Earth 2020 — The Church of Norway with Geelmuyden Kiese

Best Use of Gamification/User-Generated Contests
Winner:

• The Financial Escape Room — Creative Dock/ Fairo with Golin Romania

• #longlivetheprince — The Kiyan Prince Foundation with MHP Mischief
  
• Making STEM Stimulating — IET with W Communications
• myheroes – scaling behavior change in the workplace — DU DA Data & Commtech by Farner, Farner Group

Brand Content & Creativity

Best in Brand Narratives
Winner:

• How we made McDonald's #1 environmentally responsible company in Ukraine by reducing waste by 60% — McDonald's Ukraine with Be-it Agency, a part of One Philosophy Group

• 2021 by George Orwell — Avast with The Romans
• Construire avec L — Lego with Marie Antoinette L'Agence
  
• Little Book of Biniste — Storia.ro with MSL The Practice
• Solein—the most revolutionary protein in the world — Solar Foods with Avidly

Best in Digital Brand Platforms
Winner:

• EweTube — Premier Inn with Golin

• 50th Anniversary Brand Refresh — CPL Aromas with Battenhall
• EU Talent.Space — Delegation of the European Union to Ukraine with Mainstream
  
• New Website — Abdi İbrahim with Smartis Interactive, Editoryal Tasarım
• The Bubbles in Bevco — The Beverage Company (Bevco) with Razor (M&C Saatchi Group SA)

Best in Brand Film/Video
Winner:

• Unmute — Unilever with Weber Shandwick

• #wombstories and the pain museum — Essity / Bodyform with Ketchum UK
• Mastercard launching True Name in Europe — Mastercard Europe with Omnicom PR Group, FCB
• Toughest Test — Nokia (HMD Global) with Red Lion with Red Lion
  
• WeThe15 Gamechangers — Meta with Hope&Glory

Best Use of Illustrations + Photography
Winner:

• Portraits of Isolation — Sanofi with Weber Shandwick and GCI Health

• Empowering the employees with MyHR — Zagorka/Heineken with SiteMedia Consultancy
• Grani D’autore: From Sowing to Harvesting of Durum Wheat by Barilla — Barilla with Omnicom PR Group
  
• Stamp Out The Gap — Adult Cerebral Palsy Hub with Shook
• The Power of People: Why #NursesMatter For MSD — MSD with Hanover Communications

Best in Audio: Podcasts + Music
Winner:

• Samsung Pioneers - Championing Gender Equality — Samsung UK with Ketchum UK

• Climate expertise for every citizen — European Investment Bank
• Connected Women — Samsung with BCW Italy
• Lullabies - The bedtime project — Spotify with Jung Relations
  
• Sounds of Lust — RFSU with Valtech Radon, Scream Mediabyrå

Best in Identity Branding
Winner:

• Punch Powertrain Rebranding — Punch Powertrain with FTI Consulting

• Coldish — Sensodyne (GlaxoSmithKline, GSK) with Prime Weber Shandwick
• Cutting through the noise of disinformation—with just a single word — Ministry of Culture and Informational Policy of Ukraine, National media literacy project with Solutions for People, part of One Philosophy Group
• IT brand transformation after 20 years of history. Seeton brand — Seeton with Solutions for People, part of One Philosophy Group
  
• You Found Me! — Dzintars with Golin Riga

Best in Social Good + Public Service + Activism
Winner:

• In employers we trust: Mobilizing employers to boost vaccination rates in Slovakia — SPP with Seesame with Provocation Bureau and Barney Studio

• "Matrocinio" - Changing the Inequalities in Sponsorship — Apple Tree
  
• Time To Take It — Volvo Cars with Hill+Knowlton Strategies
• WeThe15 — International Paralympic Committee (IPC) with FleishmanHillardUK and adam&eveDDB
• Wildlife Watch — Samsung with Edelman

Best in Brand Purpose
Winner:

• Mastercard launching True Name in Europe — Mastercard Europe with Omnicom PR Group, FCB

• #AvonAgainstStereotypes — Avon Cosmetics Ukraine with Be—it Agency, a part of One Philosophy Group of Companies
• #NeverSettle: Guinness and the Women's Six Nations — Guinness with Hope&Glory and Wilson Hartnell
• Bodylove — Dove with Edelman
• Equal Jersey — Volleyball World with Ogilvy Social Lab - Amsterdam

Analytics + Insights

Best Use of Original/Commissioned Research for PR
Winner:

• Zeronomics: Financing the transition to a net-zero world — Standard Chartered with Man Bites Dog

• Labels — Wallapop with Hotwire & Mono Madrid
• Mastercard: Empowering Every Business — Mastercard with Weber Shandwick MENAT
• Reaching over 2 billion people in 30 days — ASDA’A BCW for Arab Youth Survey
  
• The Story of Cigarette Tree — Slovak Association for Branded Products with Neopublic

Best in Measurement, Post-Campaign Analysis
Winner:

• Reshaping quarterly financial results comms strategy based on data — Novartis with Commetric

• Cashfree Zone — Mastercard Hungary with Uniomedia Communications
• How to impact on impact-investing in media — SOL Center with PR News
• Journey Through Time — Royal Commission for AlUla with Hill+Knowlton Strategies
  
• Towards the Subsidiary of the Future. A data-driven internal communications program designed for transformational change. — MSD Sharp & Dohme with Ketchum Germany

Best in Marketing Technology
Winner:

• myheroes – scaling behavior change in the workplace — Farner Group with DU DA Data & Commtech by Farner, Farner Group

• Commetric Pharma Reputation Tracker - an AI enabled media analytics platform for measurement and management of pharma corporate reputation — Commetric
• Customer Incentives Platform - a catalyst for growth — Aklamio
• IMWF disrupts media analysis & evaluation market with AI and Machine Learning tools — IMWF

Innovation Excellence

Innovator of the Year — Agency
Winner:

• Innovator of the Year - Agency — Alex Myers with Manifest

• #Awards — United Partners with United Partners
  
• KAMuses - a new way — KAMuses Consultancy with KAMuses Consultancy
• Lubomir Alamanov - Innovator of the Year — Lubomir Alamanov with SiteMedia Consultancy
• Maxim Behar - CEO of M3 Communications Group, Inc. — Maxim Behar

Silver SABRE Awards

PR Agency Employee Program
Winner:

• Seesame App - motivational employee program — Seesame

• #Canela Celebrates15 — Canela with Canela
  

PR Agency Citizenship
Winner:

• #WhyIGetVaccinated — Uniomedia Communications

• Empowering staff to share the love — Team Lewis
• WX — W Communications

PR Agency Marketing
Winner:

• OmniTalks the podcast — Omnicom PR Group NL

• #Awards — United Partners
• New Thinking —Apple Tree
  
• Scrap the CV! What type of ER do you want to be? —Team Lewis
• World Public Relations Day — BHM

Thought Leadership in PR
Winner:

• Reaching over 2 billion people in 30 days — Asda'a BCW for Arab Youth Survey

• Global Day of Influence (GDI) — BHM
  
• The Role of Public Opinion in Kuwait: From Informal Diwaniyas to Institutionalized Lobbying — CYLKA Communication and Csr