2023 SABRE Awards North America Winners

The 2023 North American SABRE Awards, which recognizes Superior Achievement in Branding Reputation and Engagement, were announced on May 2, 2023. Also honored were the Agencies of the Year and Best Agencies to Work For.

PLATINUM SABRE AWARD FOR BEST IN SHOW

Winner:

Fighting With Our Words — Ukrainian PR Army with Plus Communications

Finalists:
2. Listen Up! — Lexie Hearing with SGA
3. Corona Plastic Fishing Tournament — Corona with Allison+Partners and We Believers
4. A Dream Delivered: The Lost Letters of Hawkins Wilson — Ancestry with Weber Shandwick
5. Dove Keep The Grey — Unilever Canada with Edelman Canada

Diamond SABRE Awards

Company of the Year

• GAF: Protecting What Matters Most — GAF

The SABRE Award for Superior Achievement in Brand-Building

• Championing Equity for Collegiate Women Athletes — H&R Block with Carmichael Lynch Relate

The SABRE Award for Superior Achievement in Reputation Management

• Louisiana Becomes the First State in the US to Require Textured Hair Education Changing the Salon Experience for Majority of Americans with Curly Hair — Aveda Arts & Sciences Institutes with Red PR

The SABRE Award for Superior Achievement in Research and Planning

• That's Good Work — Pharmavite with M Booth

The SABRE Award for Superior Achievement in Measurement and Evaluation

• Vaccines for Anti-Vax Land — Permian Strategic Partnership with Edelman

Gold SABRE Awards

Industry Sector

Consumer Goods

Automotive

• F-150 Lightning Strikes — Ford Motor Company with Imagination

Fashion & Beauty

• Dove Keep The Grey — Unilever Canada with Edelman Canada

Food & Beverage

• Cracker Jill — Frito-Lay with Ketchum

Home & Furniture

• Cub Cadet Evokes the Spirit of Spring with Essence de Lawn — Cub Cadet with Exponent, Colle McVoy, 10 Thousand Design

Consumer Products

• #ClosingAmericasSmileGap — Crest and Oral-B (Procter & Gamble) with MSL, Saatchi & Saatchi, PXP

Consumer Services

Entertainment

• RuPaul’s Drag Race All Stars Season 7 PR Campaign — MTV Entertainment & Paramount with Metro Public Relations

Financial Services

• Advancing the “Primetime-ification” of Women’s Sports — Ally Financial with Tier One Partners

Food Service

• Krispy Kreme Taps ‘Strategic Doughnut Reserve’ to Help Guests ‘Beat the Pump’ — Krispy Kreme Doughnuts with FleishmanHillard

Retailers

• Red Nose Day 2022 — Walgreens with Hill+Knowlton Strategies

Travel & Tourism

• The All-Inclusive Photo Project — Celebrity Cruises with Good Relations New York

Business-to-Business

Energy And Natural Resources

• Engaging Customers with Life-Saving Safety Messages — Columbia Gas of Ohio with Fahlgren Mortine

Chemicals & Industrials

• Pratt & Whitney: Winning the Skies — Pratt & Whitney with Global Strategy Group

Professional Service Firms

• The Turning Point — Deloitte Global with MikeWorldWide

Real Estate & Construction

• David Geffen Hall Reopening — Lincoln Center with BerlinRosen

Transportation & Logistics

• Reaching New Heights — DHL Supply Chain with Fahlgren Mortine

Technology

Consumer Electronics

• JBL Fest: Dare To Vegas — JBL with Matter

Technology: Hardware

• Lenovo's Work for Humankind — Lenovo IDG with Zeno Group

Technology: Software & Services

• ReclaimYourName.dic — Elimin8Hate with Citizen Relations

Telecommunications

• OMG: Infobip Celebrates 30 Years of Texting! — Infobip with Bospar

E-Commerce

• Making Dream Homes (and headlines) Come True — Overstock with Method Communications

Healthcare

Consumer Health

• Clearblue Confirms Fertility Facts on TikTok    — Clearblue (Procter & Gamble) with MSL

Healthcare Providers

• Facing War. Fighting Cancer — St. Jude Global with Finn Partners

Medical Technology

• Listen Up! — Lexie Hearing with SGA

Pharmaceutical: Rx

• Reclaiming the Double Take to Challenge Disability Stereotypes — Genentech with Syneos Health Communications

Non-Corporate

Associations

• Kissing in the Rain — Visit Seattle with C+C

Educational & Cultural Institutions

• Meharry and the Fight for More Black Doctors — Meharry Medical College with Finn Partners

Government Agencies

• Love Pittsfield — Pittsfield with Bospar

Not-For-Profit Organizations

• Fighting With Our Words — Ukrainian PR Army with Plus Communications

International

Global Campaign

• Facing War. Fighting Cancer — St. Jude Global with Finn Partners

Multimarket Campaign

• Corona Plastic Fishing Tournament — Corona with Allison+Partners and We Believers

Canadian Campaign

• 4000 Cover Stories — Native Women's Resource Centre Toronto with Veritas Communications, Forsman & Bodenfors
  

Practice Area

Marketing Communications

Business-To-Business Marketing

• Breath Easy: How Honeywell is Driving Action for Better Indoor Air — Honeywell with Finn Partners

Consumer Marketing (Existing Product)

• Gingerbread Dive Bars — Miller High Life with ICF Next

Consumer Marketing (New Product)

• Tropicana Crunch — Tropicana with MullenLowe PR, MullenLowe U.S. Social, Cramer-Krasselt, OMD

Inclusive Marketing

• Leveling the 'Paying' Field in Women's Sports — Title Nine with Finn Partners

Integrated Marketing

• California Kids Code & California Age Appropriate Design Bill — 5Rights, Log Off Movement, Accountable Tech, ParentsTogether and many others with Bryson Gillette

Corporate Reputation

Institutional Image

• A Sound Response to a Record-Setting Storm: FPL Gets the Lights Back On After Hurricane Ian — Florida Power & Light Company with rbb Communications

Employee Communications

• W Connect — Walgreens with Hill+Knowlton Strategies

Employer Branding

• One-Day Contracts — Papa Johns with Current Global

Executive Communications

• Low-Code Goes Mainstream: Leveraging The News Cycle to Put Appian's CEO Ahead of the Pack — Appian with The Sway Effect

Capital Markets Communications

• Can't Touch This — Neon with Bospar

Engaging Society

Purpose-Driven Branding

• A Dream Delivered: The Lost Letters of Hawkins Wilson — Ancestry with Weber Shandwick

Community Relations

• GAF Community Matters — GAF with Ruder Finn

Corporate Philanthropy and Fund-Raising

• Primary Promise — Intermountain Health with Hill+Knowlton Strategies

ESG Campaign

• Combating Climate Misinformation — Pinterest with MikeWorldWide

Public Education

• ReclaimYourName.dic — Elimin8Hate with Citizen Relations
• See My Skin — Vaseline with Edelman

Advocacy

Crisis Management

• Pride Proud — San Francisco Pride with Bospar

Issues Management

• Pfizer's Science Will Win on TikTok — Pfizer with twelvenote

Public Affairs

• Fighting City Hall on a Shoe String — Orchard School PTA with Robin Roemer Communications Consulting

Media Relations

Corporate Media Relations

• Investing in America’s Most Promising Workforce — Northwest Center with C+C

Product Media Relations (Consumer Media)

• Tropicana Mimosa Maker — Tropicana with MullenLowe PR, MullenLowe U.S. Social, Cramer-Krasselt

Product Media Relations (Trade Media)

• The Star of CES was an Autonomous Tractor. Seriously. — John Deere with Racepoint Global

Digital and Social Media

Digital Campaign

• Masterpieces — Mars Wrigley with Weber Shandwick

Social Media/Social Networking Campaign

• National Roast Day — Wendy's with Ketchum, VMLY&R and Spark Foundry

Influencer Marketing

• Flamin’ Hottie/Snackable Screens — Frito-Lay North America: Doritos and Cheetos with Ketchum, Goodby Silverstein & Partners, D3, OMD and ShakerMaker

Branded Journalism

• Sunshine to Spare — Discover Puerto Rico with Ketchum

Word Of Mouth

• Cheetle in Cheadle — Cheetos with Citizen Relations

Experiential

Guerrilla Marketing

• Don't Get McShammed — Jack in the Box with Small Girls PR

Publicity Stunt

• Hidden Valley Ranch Diamond — Hidden Valley Ranch with Current Global

Special Event

• Dragon Flame Pizza: Heating Up Fans’ Pizza Night — Papa Johns with Current Global

Sponsorship

• National Recycling League — Anheuser-Busch with 3PM Agency / Weber Shandwick

Trade Show

• HPE Discover 2022 — Hewlett Packard Enterprise with Allison+Partners

Specialist Audience

Marketing to Men

• Chief Ball Officers — SAXX with Zeno Group, Palette Group

Marketing to Women

• Championing Equity for Collegiate Women Athletes — H&R Block with Carmichael Lynch Relate

Marketing to Youth

• Increasing youth voter turnout in high-stakes 2022 US elections — Future Majority with Assemble the Agency

Marketing to Seniors

• The Heart Failure Game Show: Utilizing 70s Game Show Nostalgia to Reach Heart Failure Patients — Novartis / Entresto with BCW

Multicultural Marketing

• Verdades del Covid — Washington State Department of Health with C+C

Silver SABRE Awards

PR Agency Employee Program

• Not Just A PR Agency — Bospar

PR Agency Citizenship

• Striving to Achieve Something Better — Zeno Group

PR Agency Marketing

• Time to Face the Influencer Pay Gap Part 2 — MSL

Thought Leadership In PR

• Examining Weaponized Disinformation Against Corporate America — Marathon Strategies