PRovoke Media 15 Sep 2021 // 12:57PM GMT
Lenovo and BCW took home the Platinum SABRE Award for the best public relations campaign at the 2021 Asia-Pacific SABRE Awards ceremony, which took place as a hybrid event yesterday, attracting hundreds of online viewers from across the region, along with a smaller in person group in Hong Kong.
'From the World's Factory to the World's Engine', described as "the perfect blend of great strategy, quality creative content, and actual business results" by judges, helped to reframe traditional perceptions of Chinese manufacturing, underpinned by a branded documentary that ultimately drove B2B business conversions for Lenovo's smart manufacturing solutions.
The campaign ranked first ahead of four other Best in Show finalists, in order:
2) Save Our Seafarers — Uniteam Marine with ERA
3) #WeCanDoIt: International Women’s Day campaign — LinkedIn with VCCP
4) U=U: Decriminalizing people with HIV — Taiwan AIDS Society & Taiwan AIDS Nurses Association with Golin Taiwan
5) Still Six Lives — Red Nose with Icon Agency
Clients of Dentsu won the most trophies, with seven Gold/Diamond winners each, ahead of Ogilvy (6), BCW and ERA (5), Current Global and Golin Group (4), and, Edelman and Ruder Finn (3).
A complete list of Asia-Pacific SABRE winners can be found here.
Also honoured at the show were IN2 SABRE Award winners, which were announced earlier.