SABRE Awards North America 2020 Winners | Holmes Report

2020 SABRE Awards North America Winners

The 2020 North American SABRE Awards, which recognizes Superior Achievement in Branding Reputation and Engagement, were announced at the virtual award ceremony on May 28 along with the Agencies of the Year and Best Agencies to Work For.

View winning case studies here



The CROWN Act—Dove with Joy Collective

2. We Believe—Gillette with MMK+ (Ketchum)
3. Pantone Color of the Year 2020: A Multi-Sensory Experience—Pantone with Huge
4. Lolli: The Exhibit No One Wants to Talk About—The Canadian Centre for Child Protection with No Fixed Address
5. Ordained Store Associates Help Customers Get Hitched at Helzberg—Helzberg Diamonds with Carmichael Lynch Relate

Diamond SABRE Awards

Company of the Year

  • Alizila — Alibaba Group

The SABRE Award for Superior Achievement in Brand-Building

  • Jane Walker By Johnnie Walker Ignites Action For Gender Equality With “Signs Of Progress” Campaign — JOHNNIE WALKER with HUNTER

The SABRE Award for Superior Achievement in Reputation Management

  • We Believe—Gillette with MMK+ (Ketchum)

The SABRE Award for Superior Achievement in Research and Planning

  • #1 in Environmental Law — Pace Law with Kivvit

The SABRE Award for Superior Achievement in Measurement and Evaluation

  • Edelman Intelligence for Hologic: Getting Tested Gets Put to the Test — Hologic

Gold SABRE Awards

Practice Areas

Marketing Communications

Business-To-Business Marketing

  • Pantone Color of the Year 2020: A Multi-Sensory Experience — Pantone with Huge

Consumer Marketing (Existing Product)

  • Broadway the Rainbow — Skittles with ICF Next

Consumer Marketing (New Product)

  • Show Stigma The Finger — Hot Octopuss with Manifest New York

Integrated Marketing

  • Smile with Lay's — Frito-Lay with Ketchum, TMA, OMD

Corporate Reputation

Institutional Image

  • Chipotle's Transformation — Chipotle Mexican Grill

Employee Communications

  • Ordained Store Associates Help Customers Get Hitched at Helzberg — Helzberg Diamonds with Carmichael Lynch Relate

Employer Branding

  • Apply Thru — McDonald's with Golin

Executive Leadership

  • Creating Community Through Conversations — The Minneapolis Foundation with Weber Shandwick

Capital Markets Communications

  • Strategy and Ingenuity Combine to Make PagerDuty one of the Most Successful IPOs of 2019 — PagerDuty with Method Communications

Engaging Society

Cause-Related Marketing

  • Jack Daniel's Operation Ride Home — Jack Daniel's with Finn Partners

Community Relations

  • Stonyfield Organic Takes Its Mission To New Pastures — Stonyfield Organic with 360P+

Corporate Social Responsibility

  • #AcceptanceMatters — Mastercard with Ketchum

Public Education

  • SickKids Airbnb — Sick Kids Hospital with No Fixed Address


Crisis Management

  • CRISPR gene editing — UC Berkeley with Thermal

Issues Management

  • The Truth About Opioids — Truth Initiative with Ketchum

Public Affairs

  • The CROWN Act — Dove with Joy Collective

Media Relations

Corporate Media Relations

  • Northwest Hardwoods: Moving The Needle of U.S. Trade Policy — Northwest Hardwoods with Makovsky Integrated Communications

Product Media Relations (consumer media)

  • Be First — Everlast with SourceCode Communications

Product Media Relations (trade media)

  • Engaging with Health and Safety Groups to Launch a New BPA-Free Can Lining — Sherwin-Williams Packaging Coatings with Burson Cohn & Wolfe

Digital and Social Media

Digital Campaign

  • Chipotle Freeting - Winning the Men's Professional Basketball Championship — Chipotle Mexican Grill with Day One Agency with BCW

Social Media/Social Networking Campaign

  • Tag Responsibly, Keep Jackson Hole Wild — Jackson Hole Travel & Tourism Board with Exponent PR

Influencer Marketing

  • #BandTogether & End AIDS with (Band-Aid)RED — Band-Aid (J&J) with Marina Maher Communications (MMC)

Branded Journalism

  • Room 702 — Hilton with Edelman, VaynerMedia

Word of Mouth

  • Secret x USWNT: Equal Work, Equal Sweat, Equal Pay — Secret Deodorant, P&G with DeVries Global


Guerrilla Marketing

  • Just One Trip — King County Metro with C+C

Publicity Stunt

  • Won’t You be My Cousin: Optimizing Ancestry's Stunning Discovery — Ancestry with Lippe Taylor

Special Event

  • Hidden Valley Ranch: National Ranch Day — Hidden Valley Ranch with Current Global, McGarry Bowen, MKTG


  • The Official Supporter of Women’s Soccer — Anheuser-Busch Inbev, Budweiser with VaynerMedia (lead creative) and 3PM Agency/Weber Shandwick (PR)

Trade Show

  • Edelman for Mitsubishi SpaceJet: Space Where It Matters — Mitsubishi Heavy Industries/Mitsubishi Aircraft Corporation with Edelman

Specialist Audience

Marketing to Men

  • Pampers #LovetheChange Changing Tables Commitment — Procter & Gamble with MSL Group

Marketing to Women

  • LUNA Bar Equal Pay 2019 — LUNA with Golin

Marketing to Youth

  • Summer of Chipotle on TikTok — Chipotle Mexican Grill with Day One Agency with Collab

Marketing to Seniors

  • MyShot: Inspiring Older Adults to Fight Flu—American Lung Association and Sanofi Pasteur with Padilla

Multicultural Marketing

  • My Hair My Crown — Dove Hair with Edelman, Ogilvy Paris

Industry Sectors

Consumer Goods


  • Takata Airbag Recall in Puerto Rico — Toyota Motor North America with Jackson Spalding

Fashion & Beauty

  • Pantone Color of the Year 2020: A Multi-Sensory Experience — Pantone with Huge


  • Wine and Cheez-It — Kellogg, Cheez-It with Edelman
  • The Macallan Whisky & Color Experience — The Macallan with M Booth

Home & Furniture

  • ASMR for DIYers — Behr with ICF Next

Consumer Products

  • Lysol Teddy Repair — Lysol with Access Brand Communications, McCann, Zenith, Wunderman

Consumer Services


  • 5B — Verizon Media with Rogers & Cowan PMK

Financial Services

  • Experian Boost: Giving Credit Where Credit Is Due — Experian with Weber Shandwick, KWT Global

Food Service (including restaurants)

  • B-Dubs: Jewel Stool — Buffalo Wild Wings with The Martin Agency/Zeno Group


  • Evolving Target’s Narrative: Turning Doubters into Believers — Target

Travel & Tourism

  • Make It A Quickie — Hotwire with Citizen Relations


Energy And Natural Resources

  • Columbia Gas: Smart Stats Sell Smart (Thermo)Stats — Columbia Gas with Fahlgren Mortine

Chemicals & Industrials

  • The State of Science Index—3M with Ketchum

Professional Service Firms

  • The New Milbank — Milbank LLP with MWWPR

Real Estate & Construction

  • Downtown Doral Invites Unhappy New Yorkers — Codina Partners with rbb Communications

Transportation & Logistics

  • Special Delivery: How UPS PR Helped the Company Staff Up to Handle a Crucial Holiday Season — UPS


Consumer Electronics

  • Café OLED by LG — LG Electronics and Ogilvy

Technology: Hardware

  • Internet for the Future — Cisco with FleishmanHillard

Technology: Software & Services

  • Jupiter Intelligence: A New Technology for a Changing Climate — Jupiter Intelligence with Broadsheet Communications


  • Comcast Business: From Cable to Enable — Comcast Business with Finn Partners

Web-Based Business

  • eBay Crashes Prime Day — eBay with Edelman


Animal Care

  • Augmenting Reality to Build an Engaging NAVDF Booth Experience for Vets — Stallergenes Greer with W2O

Consumer Health

  • The 16 Vaccine: Educational Initiative — The National Meningitis Association in collaboration with Sanofi Pasteur with Padilla

Healthcare Providers

  • The Well by Northwell - Revmade — Northwell Health with Revmade

Medical Technology

  • Omron Healthcare HeartGuide Launch — Omron Healthcare with MWWPR

Pharmaceutical: Rx

  • Johnson & Johnson: Building Reputation through Collaborative Action at the World Economic Forum 2020 — Johnson & Johnson with Entente, APCO Worldwide



  • Killing The “Rebate Rule” — Campaign for Sustainable Drug Pricing with Plus Communications

Educational & Cultural Institutions

  • #1 in Environmental Law — Pace Law with Kivvit

Government Agencies

  • It's About Respect Pilot Campaign — Washington State Department of Health with C+C

Not-For-Profit Organizations

  • Lolli: The Exhibit No One Wants to Talk About — The Canadian Centre for Child Protection with No Fixed Address


Global Campaign

  • Celebrating the 60th Anniversary of Barbie — Mattel, Barbie with Weber Shandwick

Multimarket Campaign

  • Only on Airbnb — Airbnb with Weber Shandwick, DKC Public Relations, Grow Marketing, Nomad Creative Studio, ICF Next, All Terrain, Zeno Group, Hope & Glory Mattel, Universal/Focus Features, Oscar Mayer, Goodyear, Toy & Robin LTD

Canadian Campaign

  • Subway Beyond Meatball — Subway Restaurants Canada with Veritas

Silver SABRE Awards

PR Agency Employee Program

  • FH Perspectives — FleishmanHillard

PR Agency Citizenship

  • Righting a Historical Injustice — The Groveland Four with Edelman

PR Agency Marketing

  • Brand Leadership in Today's Political Environment: GSG's Annual Business & Politics Study — Global Strategy Group

Thought Leadership In PR

  • APCO's Stay Ahead Thought Leadership — APCO Worldwide