Holmes Report 18 Nov 2013 // 3:06PM GMT
MIAMI—Unity’s “shwopping” campaign for Marks & Spencer won top honours at the 2013 Global SABRE Awards, capping a memorable evening for the UK consumer boutique.
The campaign — which saw the retail giant take ownership of the trend, encouraging consumers to donate their unneeded clothes to benefit the charity Oxfam—took home the Platinum Award for the best public relations campaign of the year, after receiving similar recognition at the EMEA SABRE Awards earlier this year.
Shwopping was named Best in Show ahead of four other finalists: Sinopec’s HK plastic pellets crisis management with Brunswick Group; Depend and the Great American Try On from Kimberly Clark with Marina Maher; the Gnome Experiment from Kern & Sohn with Ogilvy Public Relations; and, Experience Halo for Halo 4 from XBox and Edelman.
The five campaigns were shortlisted from 50 Global SABRE Award winners, which were recognized at the awards dinner at Miami's St Regis Bal Harbour Hotel last week, during the 2013 Global PR Summit.
In addition to the Platinum SABRE Award, Unity was also named Best Consumer Consultancy in the World, one of nine Global Agencies of the Year. Edelman won Global Agency of the Year.
A dozen of the Global SABRE winners were explored in further detail during the SABRE Showcase, on the final day of the Global PR Summit.