NEW YORK — Budweiser and Allison+Partners took home top honors at the Innovation SABRE Awards today for its 'Bigger Picture' initiative, which supported Covid vaccine awareness and education instead of a pricey Super Bowl ad. 

The campaign was praised as a vital example of how corporations can address the critical healthcare challenges facing the country. The award comes 12 months after Budweiser parent company Anheuser-Busch won Best in Show at the 2021 IN2 SABRE Awards for its multifaceted Covid-19 response.

'Bigger Picture' ranked first ahead of four other Best in Show finalists, in order:
2) Iceman to Canton — Coors Light with ICF Next & Alma
3) Detroit Youth Choir 'Glory' — The Detroit Youth Choir with Imagination
4) Bospar Messes With Texas — Bospar 
5) Happy Birthday, Twitter — Canadian Centre for Child Protection with No Fixed Address

Clients of Ketchum led all firms with 10 IN2 SABRE Awards, while ICF Next and Bospar each took home six IN2 SABRE Awards. Bospar's haul included Innovator of the Year, for the second consecutive year. The full winners list can be found here

The inaugural Young Changemakers Award, recognising diverse young communicators, was won by Mubashira Farooqi, an account executive at FleishmanHillard Highroad.