MIAMI—Novartis took home the Platinum SABRE trophy for the best public relations campaign conducted last year at yesterday’s Latin American SABRE Awards event. The “Dolor a Mis Espaldas“ campaign was conducted by the pharmaceutical company in partnership with Weber Shandwick, McCann & MRM.

“Dolor a Mis Espaldas“ campaign, conducted in Mexico, set out to raise awareness of ankylosing spondylitis, a rare form of degenerative arthritis that affects young people. The PR team convinced Mexican superstar Ely Guerra to swap her usual melodic style for a harder-edged heavy metal sound in a song educating fans about the condition

The campaign beat out four other finalists for best in show:

  • Intensivão da PPK — Canesten with AnalogFolk
  • Avon: That’s My Shade — Avon with Zeno Group Brazil
  • Planet Love – Pepsico with Jeffrey Group
  • 100 Kilómetros de Prevención — Liga Contra El Cáncer Perú with Orange 360

Jeffrey Group, Orange 360 and Weber Shandwick were the night’s biggest winners, each of them taking home five SABRE trophies, while LLYC and MGC earned three awards each. A complete list of the SABRE winners can be found here.

Edelman, meanwhile, was named Latin American Agency of the Year, while there were agency of the year honors in individual markets for RPMA (Brazil), Zimat (Mexico), and Urban Grupo de Comunicacion (other markets).