2017 SABRE Awards North America Winners

The 2017 North America SABRE Awards winners were selected from among more than 2,000 entries in this year's competition, which recognizes Superior Achievement in Branding, Reputation and Engagement. The campaigns were evaluated by a jury of more than 40 industry leaders. The winners were announced at the awards ceremony on May 2 at Cipriani 42nd Street in New York along with the Agencies of the Year.   

PLATINUM SABRE AWARD FOR BEST IN SHOW

Finding Our Fire: Bernzomatic Brand Refresh — Bernzomatic with Zeno Group

Finalists
Creating Cupfusion—The Hershey Company with Ketchum
Pantene Dad-Do/Strong is Beautiful—Pantene Pro-V with DeVries Global with Grey New York
Starbucks Upstanders - Stories of extraordinary humanity in unexpected places —Starbucks with Edelman
The Circus Takes The Circus Back – The People’s Launch— Ringling Bros. and Barnum & Bailey with MullenLowe

DIAMOND SABRE AWARDS

COMPANY OF THE YEAR           

The Un-Carrier in 2016—T-Mobile USA  

THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN BRAND-BUILDING               

Finding Our Fire: Bernzomatic Brand Refresh —Bernzomatic with Zeno Group

THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT         

Navigating an Exit from Merchant Power—Entergy with Burson-Marsteller

THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN RESEARCH & PLANNING         

Blowing Wind in the Face of Opposition—E.ON Twin Forks Wind Farm with Davies

THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN MEASUREMENT & EVALUATION                    

Communications Measurement Journey—Cleveland Clinic with Ketchum Global Research & Analytics

GOLD SABRE AWARDS

PRACTICE AREAS

BUSINESS-TO-BUSINESS MARKETING               

Paint as a Powerful Tool—Sherwin-Williams with Carmichael Lynch Relate

CONSUMER MARKETING (EXISTING PRODUCT)                   

JetBlue Reaches Across The Aisle—JetBlue with MullenLowe
Communications

CONSUMER MARKETING (NEW PRODUCT)             

LG G5 “Low Battery Anxiety” Campaign—LG Electronics with Ogilvy

INTEGRATED MARKETING           

AXE ’Find Your Magic:’ A Celebration of Individuality & Self-Expression—Unilever/AXE with Edelman

INSTITUTIONAL IMAGE               

PepsiCo: Performance with Purpose—PepsiCo

EMPLOYEE COMMUNICATIONS          

Mind Your Business—General Motors with MSLGROUP

EMPLOYER BRANDING                

Be Remarkable: Recruiting Physical Therapists in an Understaffed Industry—ATI Physical Therapy with Burson-Marsteller

EXECUTIVE LEADERSHIP             

Executive Leadership - Antonio Lucio, CMO, HP Inc.—HP Inc.

FINANCIAL COMMUNICATIONS          

Highwire PR for Twilio IPO—Twilio with Highwire Public Relations

CAUSE-RELATED MARKETING              

The Vaseline Healing Project—Unilever/Vaseline with Edelman

COMMUNITY RELATIONS           

Empowering Haitian Farmers through Tree Planting—Timberland with Cone Communications

CORPORATE SOCIAL RESPONSIBILITY           

Bring Back the Bees—General Mills Canada with Veritas Communications

PUBLIC EDUCATION                  

VacciNation Campaign with Dr. Jennifer Arnold—Pfizer with Ogilvy

CRISIS MANAGEMENT                

Leading a Campaign for a Company Under Attack—Herbalife with SKDKnickerbocker

ISSUES MANAGEMENT                

Barbie: Evolve the Doll, and the Conversation—Mattel with Weber Shandwick 

PUBLIC AFFAIRS              

FP1 Strategies and Grocery Manufacturers Association Successfully Build Support To Pass Controversial Food Labeling Legislation—Grocery Manufacturers Association with FP1 Strategies LLC

CORPORATE MEDIA RELATIONS         

Generation Beyond—Lockheed Martin with Weber Shandwick

PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)                  

The Jim Beam Apple Watch—Jim Beam Apple with Olson Engage

PRODUCT MEDIA RELATIONS (TRADE MEDIA)                   

Microsoft Breaks Through the Noise to CONNECT with Developer and IT Pros—Microsoft with WE Communications

DIGITAL CAMPAIGN                 

#WhatTheFlush: Disrupting the Water Conservation Conversation—Niagara Conservation with Padilla

INFLUENCER MARKETING          

Scott Tube-Free Impact-FULL Crash—Scott Brand/Kimberly-Clark with Ketchum

SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN          

Creating Cupfusion—The Hershey Company with Ketchum

BLOGGER OUTREACH              

Maya Rudolph Comes Clean About Feminine Care with Seventh Generation’s “Vajingle”—Seventh Generation with Allison+Partners

BRANDED JOURNALISM            

Starbucks Upstanders - Stories of Extraordinary Humanity in Unexpected Places—Starbucks with Edelman

WORD OF MOUTH           

Doritos Boldest Choice: Election 2016—Frito-Lay with Ketchum

GUERRILLA MARKETING            

JetBlue Honors The Jet Age With RetroJet Design And 1960s Celebration—JetBlue     

PUBLICITY STUNT              

PIZZA HUT TAKES 100TH COUNTRY CELEBRATION TO NEW HEIGHTS—Pizza Hut with Creation

SPECIAL EVENT                

Producing a Global Event for the Vatican—Stem for Life with Allison+Partners

SPONSORSHIP                 

JetBlue Parties with Papi—JetBlue with MullenLowe

TRADE SHOW                  

Escape the Bathroom—Synergy Pharmaceuticals with Golin

MARKETING TO MEN                 

Pantene Dad-Do/Strong is Beautiful—Pantene Pro-V with DeVries Global with Grey New York

MARKETING TO WOMEN          

The Power Trip—Marie Claire and JetBlue  

MARKETING TO YOUTH             

Stop Smears, Spread Joy with Paper Mate InkJoy—Newell Rubbermaid with Cohn & Wolfe

MULTICULTURAL MARKETING              

Emery’s 9-1-1 All Stars—King County E-911 Program Office with C+C

INDUSTRY SECTORS

AUTOMOTIVE                  

Selling the Idea of Luxury to Save a Brand from U.S. Extinction: The 2016 Volvo XC90 SUV—Volvo Car

FASHION AND BEAUTY               

Rethink Reuse—Savers with Edelman

FOOD AND BEVERAGE             

The World's Largest Blind Taste Test—Kraft Macaroni & Cheese with Olson Engage

HOME AND FURNITURE             

Schlage Elevates Perception of Door Hardware—Schlage with Havas Formula

CONSUMER PRODUCTS            

Disrupting SXSW Interactive with Analog by American Greetings—American Greetings with MullenLowe U.S.

ENTERTAINMENT               

The Circus Takes The Circus Back—Ringling Bros. and Barnum & Bailey with MullenLowe

FINANCIAL SERVICES                

Investing Capital to Create Change: State Street's 'SHE' Gender Diversity ETF Campaign—State Street Corporation with Ogilvy

FOOD SERVICE               

SONIC Drive-In Launches #SquareShakes, the First Campaign Designed For and Sampled Through Instagram—SONIC Drive-In with Cohn & Wolfe

RETAILERS              

One Scary Election—IT'SUGAR with M&C Saatchi PR

TRAVEL AND TOURISM              

Becoming America's Cruise Line—Carnival Cruise Line with M Booth

ENERGY AND NATURAL RESOURCES             

FPL's Manatee Lagoon—FPL's Manatee Lagoon with rbb Communications

CHEMICALS AND INDUSTRIALS            

Bayer Bee Care Program—Bayer with Porter Novelli

PROFESSIONAL SERVICE FIRMS            

Giving Millennials "A Way to Work"—Adecco Group North America with Allison+Partners

REAL ESTATE AND CONSTRUCTION               

First American Financial Corporation—First American Financial Corporation with RF Binder

TRANSPORTATION AND LOGISTICS                

#iHateTheWait—Airlines for America with JDA Frontline

CONSUMER ELECTRONICS                  

LG SideKick 'Fit Fashion' Campaign—LG Electronics with Ogilvy

TECHNOLOGY: HARDWARE                

Radeon Rebellion—AMD         

TECHNOLOGY: SOFTWARE AND SERVICES              

How GE is Digitizing Electricity: Software for a Cleaner Planet— GE Power

TELECOMMUNICATIONS           

Charter Communications and FP1 Strategies: Telling The Charter Story—Charter Communications with FP1 Strategies

WEB-BASED BUSINESS                

PayPal & Jonathan Adler Team Up to Reinvent the Gift of Money—PayPal, Inc. with Edelman

ANIMAL CARE                 

National Aquarium Dolphin Sanctuary Announcement—National Aquarium with Golin

CONSUMER HEALTH                  

Re-entering the Marketplace, with a Snap—Zicam with Kwittken

HEALTHCARE PROVIDERS         

For The First Time Ever, TV Doctors Save Real Lives!—Cigna with Edelman

MEDICAL TECHNOLOGY          

The Launch of Absorb: A Revolutionary, Game-Changing, First-of-Its-Kind Fully Dissolving Heart Stent—Abbott with GCI Health

PHARMACEUTICAL: RX             

MS: No Filter—Novartis Pharmaceuticals AG with Creation

ASSOCIATIONS               

ORBA #SiteUnseen—Ontario Road Builders' Association with FleishmanHillard

EDUCATION AND CULTURAL INSTITUTIONS              

It's Time to Take Another Look at Richard Nixon—Richard Nixon Foundation, Library and Museum with KTStewart and Pinkston Group

GOVERNMENT AGENCIES                    

Better Buildings Challenge SWAP Campaign—U.S. Department of Energy with C+C

NOT-FOR-PROFIT ORGANIZATIONS               

LUNG FORCE: Women Against Lung Cancer—American Lung Association with Edelman

INTERNATIONAL CAMPAIGNS

GLOBAL CAMPAIGN                 

Always Like a Girl Emojis—P&G with MSLGROUP

MULTIMARKET CAMPAIGN                  

Spin Master’s Global Hatchimals Launch—Spin Master Ltd. with Zeno Group

CANADIAN CAMPAIGN           

Girls Belong Here—Plan International Canada with Hill+Knowlton Strategies

SILVER SABRE AWARDS

PR AGENCY EMPLOYEE PROGRAM        

FH4Inclusion—FleishmanHillard

PR AGENCY CITIZENSHIP           

"Sparks" Across Ketchum Ignite Passion for CSR—Ketchum

PR AGENCY MARKETING          

Conversation 2 Commerce—MSLGROUP

THOUGHT LEADERSHIP IN PR               

Micro-tribes and the Future of Marketing—M Booth