Holmes Report 25 Mar 2012 // 11:00PM GMT
2012 SABRE AWARD SILVER WINNERS AND FINALISTS
GUERRILLA MARKETING
WINNER:
Hilton HHonors Great Getaway Flash Mobs and Flash Sale
Hilton HHonors with Edelman
FINALISTS:
Save-A-Lot the Road to Show How to Fuel Your Family for Less
Save-A-Lot with Carmichael Lynch Spong
Trojan Pulls Back the Sheets on Sexy Tech
Church & Dwight/Trojan Brand Condoms with Edelman
"Jamaica in My Head" Flash Mob
Jamaica Tourist Board (JTB) with Finn Partners
Partners in Preservation 2011 - Twin Cities
American Express Foundation, National Trust for Historic Preservation with LaBreche
PUBLICITY STUNT
WINNER:
Kodak Frees Your Facebook Photos
Kodak with Ketchum
FINALISTS:
Atomic PR and Cozi - Get Your Ducks in A Row
Cozi with Atomic PR
Uncharted 3 - The Nathan Drake Half-Tuck
Sony PlayStation with Ketchum and Harrison & Shriftman
Harlequin's Office for the Preservation of the Kiss
Harlequin with NATIONAL Public Relations, Sonic Boom Creative Media and Burson-Marsteller
Knorr & Ogilvy PR: Introducing New Knorr Homestyle Stock to the U.S.
Unilever's Knorr Brand with Ogilvy Public Relations
SPECIAL EVENT
WINNER:
Tide "Loads of Hope" Spreads to Help Haiti
Procter & Gamble with DeVries Public Relations
FINALISTS:
MetLife: It's the Great Pumpkin, New York
MetLife with Burson-Marsteller
Snapple Celebrates National Iced Tea Day
Dr Pepper Snapple Group with Ketchum
BAND-AID Brand Rescues Fashion Emergencies
BAND-AID Brand with RF | Binder Partners
GM Western Region Takes Millennial Enthusiasm from Zero to 60 with "Drive Thru Finals with Chevy" GM Western Region Communications with Weber Shandwick
SPONSORSHIP
WINNER:
Discover and Burson-Marsteller: Delivering the Ultimate NHL Fan Experience
Discover Financial Services with Burson-Marsteller
FINALISTS:
Build Smart, Breathe Easier
Merck with Edelman
Martina McBride's Eleven Across America Tour
Amtrak with Euro RSCG Worldwide PR
Tic Tac "Shake, Share and Care" Campaign
Ferrero U.S.A. with MSLGROUP
Coca-Cola Mexican National Team Sponsorship
Coca-Cola with PBJS, the Creative Studio for MSLGROUP
TRADE SHOW
WINNER:
The Next Big Little Thing: A New Product Introduction That Stops Traffic
The Hershey Company with M Booth
FINALISTS:
LG Display Showcases Next Generation FPR 3D technology ar CES 2011
LG Display with Burson-Marsteller
Kongsberg Protech Systems: Own the Mission
Kongsberg Protech Systems with Edelman
Nintendo PR "Drives" Mario Kart 7 to a Whole New Dimension
Nintendo of America with GolinHarris
Latino Entertainment - American Attitude
Fox Hispanic Media with Jeffrey Group
MEDIA PLACEMENT (BROADCAST)
WINNER:
CBS Sunday Morning Show: Coming Home with the Fugee Family
Luma Mufleh – Fugees with Porter Novelli
FINALISTS:
Fighting Breast Cancer with the Power of Storytelling
Ford Motor Company Warriors in Pink and Team Detroit with Euro RSCG Worldwide PR
Lippe Taylor Secures LightSheer Duet Placement on The Doctors
Lumenis with Lippe Taylor Brand Communications
Pepto-Bismol Takes a Bigger Bite Out of Summer
Procter & Gamble (P&G) with MSLGROUP
ShopPR Secures John Paul DeJoria Interview on 20/20
John Paul Mitchell Systems with ShopPR
MEDIA PLACEMENT (DIGITAL)
WINNER:
Sweet Success
Moonstruck Chocolate Co. with Lane PR
FINALISTS:
Life'sDHA Inspires Americans to Keep Their Minds Beautiful
Life'sDHA, a brand of Nutritional Lipids/DSM Nutritional Products with Carmichael Lynch Spong
Sears Blue Blogger Crew @Consumer Electronics Show
Sears Holding Corp. with Euro RSCG Worldwide PR
Blurb: Celebrating the Self-Published Photographer
Blurb with Ogilvy Public Relations
The Future is Amazing
Microsoft Office Division with Waggener Edstrom Worldwide
MEDIA PLACEMENT (PRINT)
WINNER:
Lippe Taylor Lands David's Bridal on the Cover of The New York Times
David's Bridal with Lippe Taylor Brand Communications
FINALISTS:
Warroad to the White House
Marvin Windows and Doors with Fast Horse
Charmin's New York City Restrooms Featured in Wall Street Journal
Procter & Gamble with MSLGROUP
Owning the World's Greatest Opportunity
Siemens Corporation with Weber Shandwick
USA Today Article
Stevens Institute of Technology with Winning Strategies
RESEARCH FOR PUBLICITY
WINNER:
Trojan and Indiana University Hook-Up on Trailblazing Research Partnership
Church & Dwight/Trojan Brand Condoms with Edelman
FINALISTS:
Banfield Pet Hospital Reveals the State of Pet Health
Banfield Pet Hospital with Coyne Public Relations
An Innovative Client Survey
Troutman Sanders with Hellerman Baretz Communications
Tyson Know Hunger Research
Tyson Foods with Mitchell Communications Group
Fiserv Case-Shiller: A Breakthrough Year for Delivering Insights on Home Price Trends
Fiserv Case-Shiller with RF | Binder Partners
SPEECH OR BYLINED ARTICLE
WINNER:
A Long Way From Twigs and Urine - The Evolution of Teeth Whitening
Philips Oral Healthcare with Chandler Chicco Agency
FINALISTS:
Licensed to Sell
Beanstalk with Kwittken + Company
Tablets and Devices: A New Educational Frontier
McGraw Hill Education with RF | Binder Partners
ANNUAL REPORT
WINNER:
Vividly Showcasing a Health Care Giant's Success
UnitedHealth Group with Padilla Speer Beardsley
FINALISTS:
Transitions Optical 2010 Corporate Sustainability Report
Transitions Optical with Burson-Marsteller
Aimco Corporate Citizenship Report
Aimco with Singer Associates
Waggener Edstrom Worldwide 2010 Corporate Citizenship Report
Waggener Edstrom Worldwide
Report on Fannie Mae's Mission Activities
Fannie Mae
BLOG
WINNER:
"Think Science Now": Scientists-Turned Bloggers Enhance Pfizer's Reputation for Innovation
Pfizer
FINALISTS:
Colorfully, BEHR: Brightening Up the Blogosphere
BEHR with Burson-Marsteller
Giving Hope a Helping Hand
Hyundai Motor America with Finn Partners
BrighterLife.ca
Sun Life Financial with High Road Communications
Leading Businesses Into the 21st Century
DuPont Sustainable Solutions with Ogilvy Public Relations
EXTERNAL PUBLICATION
WINNER:
Finding the Soul of a Community
John S and James L Knight Foundation with Jeffrey Group
FINALISTS:
Crohn'sAdvocate: Connect. Educate. Empower
UCB with Biosector 2
Eye Didn't Know That! Activity Booklet: Making Eye Facts Fun
Transitions Optical with Burson-Marsteller
Telling a POWEFUL Story
GenOn Energy with Davies
Nursing Notes by Johnson & Johnson E-Newsletter
Johnson & Johnson with GCI Health
INTERNAL PUBLICATION
WINNER:
An Emblem of Excellence: Cunard Crest Newsletter
Cunard Line with GolinHarris
FINALISTS:
Nurturing a Culture of Like-Minded Achievement Addicts
Carmichael Lynch Spong
The Wilcon Trader Revisited: How Peppercom Helped Modernize a 60 Year-Old Tradition
Wilbur-Ellis with Peppercom
iolo insider: Four PR Awards and 21 Spots Higher on Best Places to Work in LA List
iolo technologies
FM Quarterly
Fannie Mae
SOCIAL MEDIA HUB
WINNER:
Road Warrior 2.0 - Hyatt Place Redefines the "Road Warrior"
Hyatt Place with Fleishman-Hillard
FINALISTS:
The Dell Listening and Command Center
Dell with (Zocalo Group)
Let's Talk Cost
Blue Cross and Blue Shield of North Carolina with Capstrat
Avon Voices
Avon with Rogers & Cowan
Redken Break Room
Redken 5th Avenue - L'Oréal USA
WEBSITE
WINNER:
The Adrenalist
Degree for Men with Weber Shandwick
FINALISTS:
Let's Talk Cost
Blue Cross and Blue Shield of North Carolina with Capstrat
IRS Free File - The "Less Taxing" Way to Prepare and e-File Federal Taxes
Internal Revenue Service (IRS) with Ogilvy Public Relations
CFChef Campaign - Abbott's Commitment to the CF Community
Abbott with Ruder Finn
Accenture Corporate Website Redesign
Accenture with VML/Omobono
ADVERTISING
WINNER:
I'm One
American Petroleum Institute (API) with Blue Advertising
FINALISTS:
Let's Talk Cost
Blue Cross and Blue Shield of North Carolina with Capstrat
Green Label Experience
Mountain Dew with Fuse
SOYJOY "Yo SOY" Hispanic Campaign
SOYJOY with Porter Novelli
FordAhead.com
Ford Motor Company with Proof Integrated Communications and Burson-Marsteller
PRODUCT PLACEMENT
WINNER:
Born to Explose TV Travels to Alberta Canada to Dig for Dinosaurs
Travel Alberta with Current
PUBLIC SERVICE ANNOUNCEMENT
WINNER:
Kids Kicking Cancer Public Service Announcement Campaign and Breath Brake Smartphone App Launch Kids Kicking Cancer with Chamberlain Healthcare Public Relations
FINALISTS:
Repaving Tobacco Road: Creating the First Tobacco-Free Generation in North Carolina
North Carolina Department of Health & Human Services with Capstrat
Get Back in Rhythm: A Public Service Announcement for Atrial Fibrillation Awareness for Sanofi US Sanofi US with Chandler Chicco Agency
UL Encourages Moms to Commit a Minute to Safety
UL (Underwriters Laboratories) with MSLGROUP
IRS Free File - The "Less Taxing" Way to Prepare and e-File Federal Taxes
Internal Revenue Service (IRS) with Ogilvy Public Relations
BRANDING AND IDENTITY
WINNER:
Shot@Life Campaign
United Nations Foundation with APCO Worldwide
FINALISTS:
A World of Quality - Building a New Brand Positioning for ASQ
ASQ (The American Society for Quality) with Ogilvy Public Relations
Advancing the CFCareForward Scholarship Legacy
Abbott with Ruder Finn
Oink Outings: A Passion for Pork, From Farm to Fork
Minnesota Pork (Minnesota Pork Board, Minnesota Pork Producers Association) with Weber Shandwick
"Rock Center with Brian Williams" Launch Campaign
NBC News
GAME
WINNER:
Baskin-Robbins Flavor Creation Contest
Baskin-Robbins with Schneider Associates
INFOGRAPHIC
WINNER:
Sharecare Top 10 Influencer Engagement Program
Sharecare with WCG
FINALISTS:
Visualizing Trade: Leveraging Social Tools to Change Public Opinion
Business Roundtable with Edelman
The Dirt on Shop Towels: Industrial Manufacturing Comes Clean
Kimberly-Clark Professional with Schwartz MSL
Sharecare Top 10 Influencer Engagement Program
Sharecare with WCG
Got Milk? Flavored Milk Program
Milk Processor Education Program (MilkPEP) with Weber Shandwick
Webtrends and Zinio Roll Out the Red Carpet with Emmys Infographic
Webtrends and Zinio with Zeno Group
PRESS KIT
WINNER:
Jack Link's Ignites a Flavorful Fire Among Media
Jack Link's Beef Jerky with Carmichael Lynch Spong
FINALISTS:
Launching the World's Number One Ice Cream in the U.S.
Magnum Ice Cream (Unilever) with GolinHarris
NRG Solar Bowl Time Lapse Video
NRG Energy with Proof Integrated Communications, a Division of Burson-Marsteller
POSTER/CALENDAR/PHOTOGRAPHY
WINNER:
Life'sDHA Inspires Americans to Keep Their Minds Beautiful
Life'sDHA, a Brand of Nutritional Lipids/DSM Nutritional Products with Carmichael Lynch Spong
Comfort Specialists (TCS)
Trane with Carmichael Lynch Spong
National Center of Birth Defects & Development Disabilities: 10 Years of Service Reflections Photo Gallery
National Center of Birth Defects & Development Disabilities with Porter Novelli
TV FORMAT CREATION AND LICENSING
WINNER:
Remember Memorex? It's Back and Streaming Live
Memorex with Padilla Speer Beardsley
ANNUAL REPORT (DIGITAL)
WINNER:
Hormel Foods 2010 Corporate Responsibility Report
Hormel Foods with Burson-Marsteller and Proof Integrated Communications
DIGITAL PRESS KIT/DIGITAL PRESS OFFICE
WINNER:
Treasury Looks Back at 76 Years of Paper U.S. Savings Bonds: Digital Press Room
Bureau of the Public Debt U.S. Department of the Treasury with Weber Shandwick
FINALISTS:
All the News That's Fit to Share - BEHR Online Newsroom
BEHR with Burson-Marsteller
Making Medicine Smarter
Medco Health Solutions with Coyne Public Relations
Paylesslookbook.com
Payless ShoeSource with Mardi Larson
NRG Solar Bowl Time Lapse Video
NRG Energy with Proof Integrated Communications, a Division of Burson-Marsteller
INTERNAL PUBLICATION (DIGITAL)
WINNER:
10 Years later - Oppenheimer Funds Remembers 9/11
Oppenheimer Funds, Inc.
FINALISTS:
Raytheon (RTSC) Branding and Marketing Campaign
Raytheon with Proof Integtrated Communications and Burson-Marsteller
iolo insider: Four PR Awards and 21 Spots Higher on Best Places to Work in LA List
iolo technologies
PODCAST/WEBCAST
WINNER:
Ball National Can-It-Forward Day
Jarden Home Brands with 360 Public Relations
FINALISTS:
Untying the PurseStrings of America's Most Powerful Consumer
Carmichael Lynch Spong
Making Medicine Smarter: The $10 Million Archon Genomics X PRIZE presented by Medco
Medco Health Solutions with Coyne Public Relations
Jenny Craig New Brand Reveal
Jenny Craig with PMK-BNC
Seattle's Best Coffee Brings Custom Content to Facebook for the First Time
Seattle's Best Coffee with Zeno Group
VIRAL VIDEO
WINNER:
Head & Shoulders Mane Man Delivers Legendary Results by Scaring "Guy's Guys" All Over the World Head & Shoulders, a Procter & Gamble brand with Marina Maher Communications
FINALISTS:
Corning's "A Day Made of Glass" Goes Viral
Corning with Brodeur Partners
Pepto-Bismol Gives Cinco Parties Some Extra Ole
Procter & Gamble (P&G) with MSLGROUP
LG Text Ed: Face the Facts. Send the Message.
LG Mobile Phones with LG-One
Birds & Bees: The Real Story
EMD Serono with WCG
WIDGET OR MOBILE APPICATION
WINNER:
Mobilizing the Army Strong Story
U.S. Army with Weber Shandwick
FINALISTS:
Afib Educator for Sanofi US
Sanofi US with Chandler Chicco Agency
Gatorade Goes "Inside Endurance"
Gatorade with Fleishman-Hillard
Hot Spots: We Dig It!
Waggener Edstrom Worldwide
Sprint Combats Distracted Driving with Sprint Drive First Application
Sprint
EMPLOYEE PROGRAM
WINNER:
The Burson-Marsteller U.S. Diversity and Inclusion Council
Burson-Marsteller
FINALISTS:
It Takes a Mouse to Save a Fish
Poject Kaisei with Cohn & Wolfe
Never Ever: No Multi-Tasking While Driving Initiative
rbb Public Relations
PR AGENCY CITIZENSHIP
WINNER:
Gauging Our Global Corporate Citizenship: Doing What we Do for Clients for Ourselves
Edelman
FINALISTS:
KSR: A Business Commitment to Do the Right Thing
Ketchum
How Giving Back Drives Us Forward
Mitchell Communications Group
MWW: Making CSR Matter More
MWW Group
Porter Novelli Student Engagement: The TORCH Program - "Pass the TORCH"
The TORCH Program with Porter Novelli
PR AGENCY MARKETING
WINNER:
AFTF and PREVOLVE
GolinHarris
FINALISTS:
Launching a New Global PR Brand for the 21st Century…Introducing Citizen Relations
Citizen Relations
igniting gyro
gyro
Making MWW Matter More
MWW Group
Bylined Article Harvard Business Review
Schneider Associates
PR AGENCY WEBSITE
WINNER:
M Booth's New Agency Website
M Booth
FINALIST:
A Prevolved Website
GolinHarris
PR PRODUCT OF THE YEAR
WINNER:
MINDFIRE: Reimagining the Way Agencies Imagine
Ketchum
FINALISTS:
BlogLevel and TweetLevel
Edelman
We Have Seen the Future, and It Is Now (and Next)
Euro RSCG Worldwide PR
Healthy Choice Progressive Coupon Offer Drives Sales and Online Engagement
ConAgra Foods/Healthy Choice with Ketchum
Activate Your Influential Fans via Insider Circle
Ogilvy Public Relations Worldwide
PR SERVICE OF THE YEAR
WINNER:
The Bridge
GolinHarris
FINALISTS:
Fan Experience: Bringing Fandom to the Forefront
Burson-Marsteller
Launching Cone Entertainment Marketing
Cone Communications
Paylesslookbook.com
Payless ShoeSource with Mardi Larson Communications
Porter Novelli Radar
Porter Novelli
THOUGT LEADERSHIP IN PR
WINNER:
Building an Army of Entrepreneurs to Jumpstart Growth
CJP Communications
FINALISTS:
Communicating Critical Events: CEO Transitions and the Risk to Enterprise Value
FTI Consulting
Elevating Internal Communications as a Must-Have Business Tool
The Grossman Group
The Experience Effect
Jim Joseph
Bylined Article Harvard Business Review
Schneider Associates