2025 SABRE Awards North America Winners

The 2025 North American SABRE Awards, which recognizes Superior Achievement in Branding Reputation and Engagement, were announced on May 6. Also honored were the Agencies of the Year and Best Agencies to Work For.

PLATINUM SABRE AWARD FOR BEST IN SHOW

Winner:
Sport Chek 'She Runs' — Sport Chek with Veritas Communications and DonerNorth

Finalists:
2. Michael CeraVe — CeraVe with Ogilvy PR
3. Grasping at straws to save the environment — phade with FINN Partners
4. SHT — IKEA Canada with Edelman Canada
5. Feeding in Gaza — World Central Kitchen with FGS Global

Diamond SABRE Awards

Company of the Year

• State Farm Changes the Marketing Game to Build Connections with Millennials and Gen Z — State Farm

The SABRE Award for Superior Achievement in Brand-Building

• Airbnb Icons — Airbnb with Weber Shandwick, VERB, Hogwash, DKC, Get Engaged, Toy & Robin Ltd

The SABRE Award for Superior Achievement in Reputation Management

• Betting Big on Local: Powering Positive PR Momentum from Groundwork to Groundswell — Optimum with MSL

The SABRE Award for Superior Achievement in Research and Planning

• Love Your Lunch Day — Sistema (Newell Brands) with Zeno Group Canada

The SABRE Award for Superior Achievement in Measurement and Evaluation

• Impact in the Oncology & Cancer Screening Spaces — AstraZeneca with Omnicom Public Relations Group

Gold SABRE Awards

Industry Sectors

Consumer Goods

Automotive

• Built in Kansas for the World — Panasonic Energy with Porter Novelli, VOX Global, Parris Communications

Fashion & Beauty

• "Let's Run There" with Jeremy Renner — Brooks Running with M Booth, Venture Production Group

Food & Beverage

• Philadelphia Bagel Wholes — Kraft Heinz with Zeno Group Canada

Home & Furniture

• SHT — IKEA Canada with Edelman Canada

Consumer Products

• Date Night Pass™ — Applebee’s Grill Bar with Current Global

Consumer Services

Entertainment

• How Civitai Transformed Controversy into Catalyst for Creativity — Civitai with The Bulleit Group

Financial Services

• Face the Fight — USAA with Weber Shandwick

Food Service

• Dunkin’ Introduces ‘The DunKings’ — Dunkin' (Inspire Brands) with MSL, Artists Equity

Retailers

• Sport Chek 'She Runs' — Sport Chek with Veritas Communications and DonerNorth

Travel & Tourism

• Paradise on Tap — Aruba Tourism Authority with Zeno Group

Business-to-Business

Energy And Natural Resources

• Experience Powers Us — Williams with Avoq

Chemicals & Industrials

• Making ICIS An Influential Voice in US Chemicals, Industrials and Sustainability Media Conversations — Independent Commodity Intelligence Services (ICIS) with Aspectus Group

Professional Service Firms

• Raptive’s ‘Keep It Real’ Campaign Protecting Online Content Creators from AI Exploitation — Raptive with Broadsheet Communications

Real Estate & Construction

• Canada’s Most Affordable Cities — Royal LePage with Burson

Transportation & Logistics

• Reaching Escape Velocity — Impulse Space with The Bulleit Group

Technology

Consumer Electronics

• Empowering Self-Expression with Print Pals — HP with Edelman

Technology: Hardware

• From PC maker to AI Innovator — Dell with Axicom

Technology: Software & Services

• Table for One — Lightspeed Commerce with Fight or Flight

Telecommunications

• Solving the Last Great Connectivity Challenge — AST SpaceMobile with Allison Worldwide

E-Commerce

• Beyond the Blue Screen: Parametrix puts a price on the Crowdstrike Crisis — Parametrix with Bospar

Healthcare

Consumer Health

• The We Give Blood Drive — Abbott and the Big Ten Conference

Healthcare Providers

• Back-to-School Campaign — Florida Healthy Kids Corporation with Sachs Media

Medical Technology

• Omnipod's The Pod Drop — Insulet with Porter Novelli

Pharmaceutical: Rx

• Putting Ableism in the Spotlight: A First-of-its-Kind Musical — Genentech with Syneos Health Communications

Non-Corporate

Associations

• From the Ivy League to Every Living Room: How USA Fencing Pierced its Way into Culture on the World’s Biggest Stage — USA Fencing with FINN Partners

Educational & Cultural Institutions

• Preserving Art in Crisis — Art Shield with Paradox PR, and Dom Master Klass

Government Agencies

• Bringing Swagger Back to a Storied American City — Michigan Economic Development Corporation (MEDC) with FINN Partners

Not-For-Profit Organizations

• Vagina Privacy Network — MSI Reproductive Choices with Weber Shandwick

International

Global Campaign

• Step into McDonaldland — McDonald's with Golin

Multimarket Campaign

• Empowering Change: Combatting Internet Crimes Against Children — Cellebrite with FleishmanHillard

Canadian Campaign

• Love Your Lunch Day — Sistema (Newell Brands) with Zeno Group Canada
  

Practice Area

Marketing Communications

Business-To-Business Marketing

• Grasping at straws to save the environment — phade with FINN Partners

Consumer Marketing (Existing Product)

• Sport Your Period — Knix with Rethink PR

Consumer Marketing (New Product)

• Campbell’s Chunky Celebrates Jason Kelce with First-Ever ‘Legend Edition’ Can — Campbell's Chunky with MSL

Inclusive Marketing

• How Total Wireless Gave Real Fans a Voice at COPA America — Verizon Value Brands with Golin

Integrated Marketing

• Skinvestor — SkinCeuticals with Ogilvy PR

Corporate Reputation

Institutional Image

• Save of the Game: NWSL’s Incredible Comeback — National Women's Soccer League (NWSL) with FINN Partners

Employee Communications

• Step Up for Safety: Rising Higher — DHL Supply Chain

Employer Branding

• Nebraska Medicine’s Employer Value Proposition Campaign – Together. Extraordinary. — Nebraska Medicine with Unlock Health

Executive Communications

• When Women Lead, We All Win — LVK with The Bulleit Group and LSR Brand Consulting

Capital Markets Communications

• From Private to Public: Deloitte's Holistic Capital Markets Experience — Deloitte

Engaging Society

Purpose-Driven Branding

• Crayola Campaign for Creativity — Crayola with Dentsu Creative

Community Relations

• The Value of Every Caregiver — Otsuka America Pharmaceuticals Inc. with We. Communications, Minds & Assembly, Spring & Bond and The Considered

Corporate Philanthropy and Fund-Raising

• One in a Billion — Pan-Mass Challenge with Porter Novelli

ESG Campaign

• SHT — IKEA Canada with Edelman Canada

Public Education

• Making a Hollywood-Sized Impact on Breast Cancer Risk Awareness — The Centers for Disease Control and Prevention with Ogilvy

Advocacy

Crisis Management

• Feeding in Gaza — World Central Kitchen with FGS Global

Issues Management

• Elevating Physician Concerns on the Change Healthcare Cyberattack — American Medical Association

Public Affairs

• Fighting For Our Nation's Caregivers — AARP with FleishmanHillard

Media Relations

Corporate Media Relations

• SignalFire: From Seed Stage to Front Page — SignalFire with Bospar

Product Media Relations (Consumer Media)

• The Last Barf Bag: A Tribute to a Cultural Icon — Dramamine with 360PR+

Product Media Relations (Trade Media)

• Bettergoods Makes It Better — Walmart with Golin

Digital and Social Media

Digital Campaign

• Chipotle Mexican Grill - Boorito 2024 — Chipotle Mexican Grill with Day One Agency

Social Media/Social Networking Campaign

• Michael CeraVe — CeraVe with Ogilvy PR

Influencer Marketing

• Breaking Up the Ticketing Monopoly — Fan Fairness Coalition with Precision

Branded Journalism

• Unearthing the Secrets of Soil Science: The Key to Sustainable Farming — Syngenta Group with Method Communications

Word Of Mouth

• Nationwide x Zaya Jingle Challenge — Nationwide with Ogilvy PR

Experiential

Guerrilla Marketing

• Chill Train — Molson Coors Beverage Company with Citizen Relations

Publicity Stunt

• Will Levis No.8 — Hellmann's with Edelman

Special Event

• Love for All Boat — Visit Seattle with C+C, Copacino Fujikado, PB&, Sparkloft Media

Sponsorship

• Lip Oil Change: Empowering Legendary Females at the Indy 500 — e.l.f. Cosmetics with Day One Agency, All Terrain, eGen, SHADOW

Trade Show

• Going Bold with Merck KGaA / EMD Serono at ESMO and ASCO — Merck KGaA / EMD Serono with Emota

Specialist Audience

Marketing to Men

• J.J. Watt Joins the DICK’S House of Sport Team — DICK's Sporting Goods with Praytell

Marketing to Women

• Special Delivery — Grubhub with Golin

Marketing to Youth

• My Smile is My Superpower — Colgate with Burson

Marketing to Seniors

• Gallery of Memories — Egale Canada with Citizen Relations

Multicultural Marketing

• It Takes 2 — Boehringer Ingelheim & Eli Lilly Alliance with dna Communications

Silver SABRE Awards

PR Agency Employee Program

• Accelerate: How M Booth & M Booth Health Are Championing Visible Diversity In Leadership — M Booth & M Booth Health

PR Agency Citizenship

• Being Zeno: Certainty in Uncertain Times — Zeno Group

PR Agency Marketing

• Fix it Before it Breaks: Golin’s Bold Vision to Become the First AI-Integrated Global PR Agency — Golin

Thought Leadership In PR

• DefendED: Positioning Marathon Strategies as Higher Education's Crisis Communications Authority — Marathon Strategies