2021 SABRE Awards North America Winners

The 2021 North American SABRE Awards, which recognizes Superior Achievement in Branding Reputation and Engagement, were announced at the virtual award ceremony on May 11 along with the Agencies of the Year and Best Agencies to Work For.

View winning case studies here

PLATINUM SABRE AWARD FOR BEST IN SHOW

Winner:

Shoppable Girls — Covenant House with Weber Shandwick Canada

Finalists:
2. From Marathon to Sprint: Meharry Medical College & Finn Partners Surge on Behalf of Black America — Meharry Medical College with Finn Partners
3. ASD: Rockin' the Spectrum — Jake's House with Edelman Canada
4. Colors of the World crayons — Crayola with Golin
5. Go Near: Celebrating Local Travel Only On Airbnb — Airbnb with Weber Shandwick, DKC PR, Verb, All Terrain, People’s Television, Avocados & Coconuts, Team Epiphany, Blockbuster, Dish Networks, MINI, Nasdaq, Save Lucy Committee, Westbrook, ThreeSixtyBrands,The Door

Diamond SABRE Awards

Company of the Year

• Quest Diagnostics - Protecting Reputation and Keeping Employees Safe During COVID — Quest Diagnostics

The SABRE Award for Superior Achievement in Brand-Building

• Go Near: Celebrating Local Travel Only On Airbnb — Airbnb with Weber Shandwick, DKC PR, Verb, All Terrain, People’s Television, Avocados & Coconuts, Team Epiphany, Blockbuster, Dish Networks, MINI, Nasdaq, Save Lucy Committee, Westbrook, ThreeSixtyBrands, The Door

The SABRE Award for Superior Achievement in Reputation Management

• From Marathon to Sprint: Meharry Medical College & Finn Partners Surge on Behalf of Black America — Meharry Medical College with Finn Partners

The SABRE Award for Superior Achievement in Research and Planning

• Illinois Census — Illinois Department of Human Services with Kivvit

The SABRE Award for Superior Achievement in Measurement and Evaluation

• Educators for Joe — National Education Association with Kivvit

Gold SABRE Awards

Industry Sector

Consumer Goods

Automotive

• Infiniti's Innovative Launches in a COVID World — Infiniti with Live Nation, imre

Fashion & Beauty

• Lockdown Lovebaby Collection — Heinz By Nature with No Fixed Address

Food & Beverage

• Jif Settles the Jif vs. Gif Debate — Jif/JM Smucker with MSL

Home & Furniture

• New York Fashion Week Goes Home with Lowe’s — Lowe's with FleishmanHillard

Consumer Products

• Charmin Go Labs Wipes Up at CES — Charmin with MSL

Consumer Services

Entertainment

• How Ironman and Chris Nikic Proved that Anything Is Possible — Ironman with KWT Global

Financial Services

• Keeping the Dream of Homeownership Alive: Mr. Cooper Advocates for Homeowners & the Housing Market — Mr. Cooper with Highwire
  

Food Service (including restaurants)

• Buffalo Wild Wings Boneless Thugs-N-Harmony — Buffalo Wild Wings with The Martin Agency, Zeno Group

Retailers

• myWalgreens customer engagement platform launch — Walgreens with WPP

Travel & Tourism

• Delivering Hope and Hospitality During a Global Pandemic: Hilton and American Express Donate Up to 1 Million Rooms to Frontline Medical Professionals During COVID-19 Crisis — Hilton & American Express

Business-to-Business

Energy And Natural Resources

• Communicating during the record-breaking 2020 hurricane season — Entergy Corporation

Agribusiness

• The Farm Must Go On by John Deere — John Deere with Edelman, United Entertainment Group, imre

Chemicals & Industrials

• Breaking Out of the Chemical Trades to Become a Beacon of Sustainability — Genomatica with Method Communications

Professional Service Firms

• Positioning Hendy as a Go-To Resource for Workplace Reentry in the COVID-19 Era — H. Hendy Associates with Idea Hall

Real Estate & Construction

• Coldwell Banker's Inclusive Ownership Program — Coldwell Banker Real Estate

Transportation & Logistics

• Holiday Art Boxes — Purolator with Weber Shandwick Canada

Technology

Consumer Electronics

• #ForTheGrams: Amazon Devices Help Families Maintain Holiday Traditions While Social Distancing — Amazon Devices with Hunter

Technology: Hardware

• Sharing the Promise of AI – One Smell at A Time — Intel with Ketchum

Technology: Software & Services

• Adobe & Golin Reinvent Influencer Program When Adobe MAX 2020 Goes Virtual — Adobe with Golin

Telecommunications

• Full Transparency by Verizon — Verizon with Huge

E-Commerce

• How Prodoscore Makes Work from Home Actually Work — Prodoscore with Bospar

Healthcare

Animal Care

• 1 in 6 is One Too Many: Banfield Addresses High Rate of Veterinary Suicides — Banfield Pet Hospital with Coyne
  

Consumer Health

• Mucinex® Changes the OTC Landscape By Going DTC — Mucinex® with Legend

CBD and Cannabis Products

• Martha Stewart CBD Launch — Canopy Growth with Acceleration, Stripe Theory, MKG, Trailblaze, and Marquee Brands

Healthcare Providers

• For Each Other For Us All — New Jersey Department of Health with Kivvit

Medical Technology

• CVI MiSight® 1 day DTC Campaign — CooperVision with EvolveMKD

Pharmaceutical: Rx

• Honor the Gift — CareDx with Cura Strategies

Non-Corporate

Associations

• No Room for Trafficking — American Hotel & Lodging Association with Plus Communications

Educational & Cultural Institutions

• "Mask Up or Pack Up" Penn State's Response to the COVID-19 Pandemic — Penn State with M Booth Health & M Booth

Government Agencies

• Listen To Gwinnett Moms — Gwinnett County Government with Jackson Spalding

Not-For-Profit Organizations

• Leading Criminal Justice Reform — The National Commission on COVID-19 and Criminal Justice with Kivvit

International

Global Campaign

• Lenovo New Realities Transforms Global POV on Empathy and Technology — Lenovo with Zeno Group

Multimarket Campaign

• Forest of Hope — Tourism New Zealand with M Booth

Canadian Campaign

• Make It Canadian — Molson Canada with Citizen Relations Canada

Practice Area

Marketing Communications

Business-To-Business Marketing

• Phishing with Cookies — MobileIron with Highwire
  

Consumer Marketing (Existing Product)

• Be Kind, Rewind: A Sleepover at the World’s Last Blockbuster — Airbnb with Weber Shandwick, DKC Public Relations, Airbnb Experiential Partners, Dish Networks, and Bend Blockbuster

Consumer Marketing (New Product)

• "United We Move" — Planet Fitness with ICR, and Barkley

Integrated Marketing

• Harnessing Lived Experiences to Inspire Change in the Schizophrenia Community — Janssen Pharmaceuticals with Chandler Chicco Agency, and Foote, Cone & Belding Chicago

Corporate Reputation

Institutional Image

• Next Level Care — Alaska Airlines with C+C and Mekanism

Employee Communications

• Transforming HPE's Culture — Hewlett Packard Enterprise with Daggerwing Group

Executive Leadership

• From Marathon to Sprint: Finn Partners Helps Dr. James Hildreth Surge on Behalf of Black America — Meharry Medical College with Finn Partners

Capital Markets Communications

• How Plug Power grew from niche player to major energy company leading the hydrogen revolution — Plug Power with The Bulleit Group

Engaging Society

Cause-Related Marketing

• Stop the Shock: Petco Ends the Sale of Electronic “Shock” Collars — Petco with Edelman

Community Relations

• ASD: Rockin' the Spectrum — Jake's House with Edelman Canada

Corporate Social Responsibility

• Brewing Change — Budweiser with Allison+Partners

Public Education: Covid:19

• COVID-19 Campaign — Washington State Department of Health with C+C

Public Education: Non-Covid:19

• Shoppable Girls — Covenant House with Weber Shandwick Canada

Advocacy

Crisis Management

• A Storm Every Day: Metro Nashville & Finn Partners Stay the Course — Metro Nashville with Finn Partners

Issues Management

• Mobilizing Michaels To Deliver For Its Makers — Michaels with Zeno Group

Public Affairs

• Empowering a New Georgia — The New Georgia Project with Allison+Partners

Media Relations

Corporate Media Relations

• IBM Drives Change with Facial Recognition Product Withdrawal — IBM

Product Media Relations (consumer media)

• America Could Use a Beer — Coors Light with ICF Next

Product Media Relations (trade media)

• Tax in 2020 — Deloitte Tax with Hill Knowlton+Strategies

Digital and Social Media

Digital Campaign

• #RIPeanut — Planters with ICF Next and VaynerMedia

Social Media/Social Networking Campaign

• Venus Brings A New Horizon of Skinclusivity to Animal Crossing — Gillette Venus with Marina Maher Communications, Grey New York, Carat

Influencer Marketing

• Famous Orders - The Travis Scott Meal — McDonald's with The Narrative Group, Wieden Kennedy New York

Branded Journalism

• 'Glass Half Full News' fueled by 'got milk?' — California Milk Processor Board with Rox United
  

Word Of Mouth

• Old Spice 2020 NFL Draft "Smellcome to the NFL" — Old Spice with Citizen Relations
  

Experiential

Guerrilla Marketing

• Boards of Change — City of Chicago with Current Global, FCB Chicago

Publicity Stunt

• Twix Kicks — Twix, A Mars Wrigley Brand with Weber Shandwick, The Marketing Arm

Special Event

• Hair Color House Party — Madison Reed with Small Girls
  

Sponsorship

• IBM & The USTA - Enabling the First Virtual US Open — IBM

Trade Show

• Turning Science into Storytelling with Virtual Reality — Syngenta with G&S Business Communications

Specialist Audience

Marketing to Men

• Father's Day Taken — Unilever / Dove Men Care with Edelman

Marketing to Women

• Poise® Helps Women Bounce Back — Kimberly-Clark Poise® Brand with Ketchum

Marketing to Youth

• Krispy Kreme Doughnuts Gives Graduates Their “Senior Moment” During Pandemic — Krispy Kreme Doughnuts with FleishmanHillard

Multicultural Marketing

• Colors of the World crayons — Crayola with Golin

Silver SABRE Awards

PR Agency Employee Program

• BCW’s Destination Inclusion: 21-Day Journey — BCW

PR Agency Citizenship

• Breaking down systemic barriers and helping underrepresented entrepreneurs thrive — Diversity Marketing Consortium with SourceCode Communications, Cheer Partners, Social Studies, Superbolt, Racepoint Global, Peppercomm, Clarity, and Praytell

PR Agency Marketing

• Golin x Team Pixel — Golin

Thought Leadership In PR

• Invention in PR — Adam Ritchie Brand Direction