Innovation SABRE Awards — North America 2021 Finalists

The Innovation SABRE Awards — North America 2021 shortlist was selected from more than 700 entries submitted across 60 categories. Many of the entries were designed and developed during unfathomably challenging times, unlike anything we have experienced in recent history: a global pandemic, a much-needed #BlackLivesMatter movement, and a feverish political election. This year's jury weighed this, and other considerations, when picking finalists amid such a strong crop of entries. The caliber of the entries was so high that judges often reverted to these core questions to drive their decisions:

Did it take courage?
Was it authentic?
Was it engaging? 
Was it shareable?
Was it sticky?
Was it ethical? 
Did it change behavior?

Many of the campaigns submitted were exceptionally solid but the ones that made the cut went beyond, pushed boundaries, proved innovation —and often tapped into the moment and directly addressed one of the critical issues facing the world in 2020. Amongst each of these finalists is one winner that demonstrated the most superior achievement in branding, reputation & engagement through the lens of innovation.

The winners will be announced at the Innovation SABRE Awards — North America on February 24, 2021 as part of PRovoke North America 2021. Both events will be virtual.

View event details and registration here.

Experiential Marketing

Best in Live Events

• Beat the Zombie Funk with Mucinex® — Mucinex® / Reckitt Benckiser with Lippe Taylor
• Chipotle Together — Chipotle with Day One Agency
• Cholula Ink — Cholula with BCW, The Fourth, and Spitball
• Pantone Color of the Year 2020: A multi-sensory experience — Pantone with Huge
• The ESA Game Generation — Entertainment Software Association with Ketchum

Best in Online/Virtual Events

• Future of Fit — Fitbit with FleishmanHillard
• Operation Cow School for At-Home Kids — California Milk Advisory Board with Ketchum
• The Home Depot SkeletonGoes Viral Following First-Ever Virtual Seasonal Showcase — The Home Depot with MSL
• The Patrón More Than Tequila Music Series — Patrón Tequila with M Booth
• United We Move — Planet Fitness with ICR, Barkley

Best in Digital Promo & Activation

• Chief Meme Officer — Bud Light with Weber Shandwick 3PM
• Making Luxury a Virtual Experience — Grand Seiko with Ketchum
• Mucinex® Changes the OTC Landscape By Going DTC — Mucinex® with Barbarian (Digital Agency), m ss ng p eces (Production Company) and Legend (Influencer and PR)
• The Power of the Latinx Vote — Voto Latino with MWWPR
• Wines of Germany and Wine.com Sales Promotion — Wines of Germany with RF|Binder

Best in Sponsorships

• Are You Ready for a Monkey Knife Fight — Monkey Knife Fight with Hot Paper Lantern
• Royal Canin Puppy Pre-Show AKC National Championship Dog Show — Royal Canin
• The Old Forester Kentucky Turtle Races — Old Forester with Current Global, Energy BBDO

Best in Trade Shows & Awards

• In the midst of the pandemic, Hoffman created a press conference for Supermicro — Supermicro with The Hoffman Agency
• Come Home to Fresh Air — Broan with Cramer-Krasselt

Earned Media

Best in Digital/Print Media — General/Consumer/Lifestyle Media (Earned)

• America Could Use a Beer — Coors Light with ICF Next
• Charmin Go Labs Wipes Up at CES — Charmin with MSL
• Good Humor: A New Jingle for a New Era — Good Humor (Unilever) with Edelman
• Kingsford Together with BBQ — Kingsford Charcoal with Current Global
• Pantone Color of the Year 2020: A multi-sensory experience — Pantone with Huge

Best in Digital/Print Media — Business/Trade Media (Earned)

• Avaya: Reinvigorating a 20-Year-Old Brand — Avaya with Hotwire
• Charting a New Course for Rural Healthcare — Chartis with Hot Paper Lantern
• How Bospar Helped Yellowbrick Clap Back! — Yellowbrick with Bospar
• Sharing the Promise of AI – One Smell at A Time — Intel Corp. with Ketchum
• IBM Drives Change with Facial Recognition Product Withdrawal — IBM 

Best in Digital/Print Media — Regional (Earned)

• DC Ad Tax — Motion Picture Association with Kivvit
• Domo Helps the World Through Its Data Expertise With Free COVID-19 Tracker — Domo with Method
• Media Coverage for the Colorado Apartment Association during COVID-19 — Colorado Apartment Association with Novitas Communications
• Official State Beer of Utah — Budweiser with Allison+Partners
• Relief for Utah’s Service Industry and Sanitization for the Navajo Nation — Ogden's Own with GreenRoom

Best in Broadcast Media — National (Earned)

• #RIPeanut — Planters with ICF Next and VaynerMedia
• America Could Use a Beer — Coors Light with ICF Next
• Ancestry.com Discovers Tom Hanks is Related to Mr. Rogers — Ancestry.com with Lippe Taylor
• Charmin Go Labs Wipes Up at CES — Charmin with MSL
• The Fight to End LGBTQ Workplace Discrimination — Buckley Beal LLP with Poston Communications

Best in Broadcast Media — Regional (Earned)

• America Could Use a Beer — Coors Light with ICF Next
• Divided by Design: Findings from the American South — E Pluribus Unum with Berni Consulting
• Unisys Security Index: Staying Safe. Staying Connected. Staying Secure. — Unisys with Bospar

Best in Product Reviews (Earned)

• Changing Perceptions Through Transparency — Zoox with The Bulleit Group
• Driving America's Fastest Growing TV Brand — Hisense USA with Max Borges Agency
• How Nautilus Went Pedal-to-Pedal with Peloton — Nautilus, Inc. with The Hoffman Agency
• NEMA Chicago named an “instant landmark” by the Chicago Tribune — NEMA Chicago with Zapwater Communications
• One Powerful Review in The Wirecutter Drives Big Impact for Quicken — Quicken with Method

Best Earned Media with Influencers + Communities

• Be the One — Microsoft with WE Communications in partnership with Microsoft and McCann New York
• Beat the Zombie Funk with Mucinex® — Mucinex® / Reckitt Benckiser with Lippe Taylor
• Kiva: Helping Financially Excluded Communities — Kiva with Hotwire
• McDonald's HACER® National Scholarship — McDonald's with Boden Agency
• Twix Kicks — Twix, a Mars Wrigley Brand with Weber Shandwick, The Marketing Arm

Best Persuasive Content

• Building the Hydrogen Economy-Plug Power, from manufacturer to energy company- 1,178% stock increase — Plug Power with The Bulleit Group
• Checkr Drives Important Social Change by Highlighting Inequality in Hiring — Checkr with Method
• Electric Vehicle Myths Busted — Ford Motor Company with WPP (BCW, PS-B, GTB), Chrome
• Take Your Cat to the Vet (#Cat2Vet) Campaign — Royal Canin with Sedlock Partners, LLC.
  
• WOWTech Lily Allen Launch — WOWTech with fischerAppelt

Best Content Creation for Media Sites (Earned)

• #RIPeanut — Planters with ICF Next and VaynerMedia
• Checkr Drives Important Social Change by Highlighting Inequality in Hiring — Checkr with Method
• How Bospar Helped Yellowbrick Clap Back! — Yellowbrick with Bospar
• Research & Trend-Driven Thought Leadership to Sustain Market Momentum — Smartly.io with PAN Communications
• Vertical Content Elevates Nokia’s Expertise in Enterprise Digitalization — Nokia with The Hoffman Agency

Sponsored & Paid Media

Best Content Creation for Media Sites (Paid)

• Be Fever Ready with FeverAll — FeverAll Acetaminophen Suppositories with RLA Collective, A Ruder Finn Company
• Catology: Fostering A Better Tomorrow — Royal Canin
• COVID-19 Campaign — Washington State Department of Health with C+C
• Royal Canin Puppy Pre-Show AKC National Championship Dog Show — Royal Canin
• Subway: Beyond Meatball — Subway Restaurants of Canada with Veritas

Best Influencer Programs + Endorsements (Paid)

• CeraVe Fosters Skinfluencer Relationship to Gain Virality and Media Attention in a Cluttered Category — CeraVe with Coyne PR
• From Water Jugs to Dumbbells — Bowflex Influencers Bring Fitness Home — Nautilus, Inc. with The Hoffman Agency
• Marketing Moneyball: How a challenger brand reshaped influencer marketing — Zevo with Citizen Relations
• Suckers for Brew — Coors Light with ICF Next
• You Up For This? Wendy’s Takes on Breakfast — The Wendy's Company with Ketchum, VMLY&R, Spark Foundry

Best Media Partnership

• Nacho Average Showdown — Frito-Lay North America: Tostitos with Ketchum
  
• Reimagining a Legacy: Medela Launches Pump in Style with MaxFlow Technology Breast Pump — Medela LLC with Ogilvy
• Share A Square — Cottonelle with Ketchum, FCB Chicago, Mindshare
• The ESA Game Generation — Entertainment Software Association with Ketchum
• The Macallan: World's Best Scotch Whisky Experiences — The Macallan with M Booth

Best SEO/Content Distribution Program (Paid + Organic)

• Bridging the remote learning divide during COVID-19 — hoopla digital with MWWPR
• Fremont Police Department Recruitment Pivots in the Face of National Tragedy — Fremont Police Department with The Hoffman Agency
• NZ Legal Disruptor McCarthyFinch Leverages SEO to Enter the U.S. Market — McCarthyFinch with The Hoffman Agency

Best in Digital Marketing/Advertising

• Be Fever Ready with FeverAll — FeverAll (Taro Pharmaceuticals) with RLA Collective, A Ruder Finn Company
• Chipotle Wins The Super Bowl with TikTok Timeout — Chipotle Mexican Grill with Day One Agency and BCW
• Elevating Clark — University of Maryland - A. James Clark School of Engineering
• Extending STAGR's Unsurpassed Service Model with a Robust Digital Ecosystem — Stallergenes Greer with W2O
• Seattle Promise: Equity in Higher Education — Seattle Colleges with C+C

Social Media & Community Management

Best Overall Use of Social Media & Platforms

• Beat the Zombie Funk with Mucinex® — Mucinex® / Reckitt Benckiser with Lippe Taylor
• Chipotle Together — Chipotle with Day One Agency
• Poise Bounce Back Grants — Poise with Ketchum
• The KitchenAid #MakeItTogether Campaign — KitchenAid with MSL, Digitas
• The Road to a Vaccine — Johnson & Johnson

Best Use of Social Networks

• #HusbandMaterial — United Nations - He for She with OH Partners
  
• Creating a Game-Changing Online Destination to Prime the Market for a Category Game-Changer — Horizon Therapeutics with WE Communications
• Inspiring Plant-Based Cooking at Home — Nasoya with 360PR+
  
• Mucinex® Changes the OTC Landscape By Going DTC — Mucinex® with Barbarian (Digital Agency), m ss ng p eces (Production Company) and Legend (Influencer and PR)
• Puerto Rico Virtual Vacay — Discover Puerto Rico with Ketchum

Best Use of Social Video

• #HusbandMaterial — United Nations - He for She with OH Partners
• #NewRoutine for the New Normal — Gillette with MMK+ (Ketchum, Touchstorm, Stagwell, Carat)
• Beat the Zombie Funk with Mucinex® — Mucinex® / Reckitt Benckiser with Lippe Taylor
• Chipotle Wins The Super Bowl with TikTok Timeout — Chipotle Mexican Grill with Day One Agency and BCW
• The Macallan: World's Best Scotch Whisky Experiences — The Macallan with M Booth

Best Use of Social Photos

• Black Forest Plants the First Ever Virtual National Forest on Instagram — Black Forest with Day One Agency, Duncan Channon, Golin, Geometry, Mindshare
• Bread & Breakfast — Hotels.com with ICF Next

Best Use of Social Publishing / Blogs

• Elevating Salesforce Industries Narrative Through Data-Driven Executive Social Visibility — Salesforce with Zeno Group
• How Bospar Helped Yellowbrick Clap Back! — Yellowbrick with Bospar

Best in Crowdsourcing & Co-creating

• Black Forest Plants the First Ever Virtual National Forest on Instagram — Black Forest with Day One Agency, Duncan Channon, Golin, Geometry, Mindshare
• Going the Extra Smile — Frito-Lay / Lay's with Ketchum, The Marketing Arm, OMD
• National Chocolate Chip Day Remix The Original Contest — Nestle Toll House with Ketchum
• Sweet & Sour sides of YouTube & TikTok — American Licorice Company with Greenroom
• Viactiv Chews to be Strong User-Generated Content — Viactiv with RLA Collective, a Ruder Finn Company

Best in Real-time Engagement

• America Could Use a Beer — Coors Light with ICF Next
• Chipotle Together — Chipotle with Day One Agency
• House of Budweiser — Budweiser with Allison+Partners
• Irish Spring Hijacks College Game Day — Irish Spring with BCW Global
• Relief for Utah’s Service Industry and Sanitization for the Navajo Nation — Ogden's Own with GreenRoom

Best in AI/Virtual Reality/Augmented Reality/Immersive Technology

• Extending STAGR's Unsurpassed Service Model with a Robust Digital Ecosystem — Stallergenes Greer with W2O
• Future of Fit — Fitbit with FleishmanHillard
• Homegate Hero — Frito-Lay North America: Tostitos with Ketchum and Genesco Sports
• Pantone Color of the Year 2020: A multi-sensory experience — Pantone with Huge
• Puerto Rico Virtual Vacay — Discover Puerto Rico with Ketchum

Best Meme/Viral Campaign

• #RIPeanut — Planters with ICF Next and VaynerMedia
• Agree to Disagree: Jif Settles the Jif vs. Gif Debate — Jif/JM Smucker Co. with MSL, PS1 (Publicis, Zenith, Publicis Media, Moxie), Giphy, Funny or Die
• Chief Meme Officer — Bud Light with Weber Shandwick 3PM
• Good Humor: A New Jingle for a New Era — Good Humor (Unilever) with Edelman
• Peninsula Open Space Trust (POST) and the Coyote-Badger Adventure — Peninsula Open Space Trust (POST) with Landis Communications

Best Use of Gamification/User-Generated Contests

• Black Forest Plants the First Ever Virtual National Forest on Instagram — Black Forest with Day One Agency, Duncan Channon, Golin, Geometry, Mindshare
• National Chocolate Chip Day Remix The Original Contest — Nestle Toll House with Ketchum
• P&G Ventures - Virtual Innovation Challenge — P&G Ventures with The Bulleit Group

Brand Content & Creativity

Best in Brand Narratives

• #RIPeanut — Planters with ICF Next and VaynerMedia
• Bringing 'Funlightenment' to Summer 2020 — Blue Bunny with ICF Next FCBX
• Cascade Convinces People to Do It Every Night to Save Water — Cascade with M Booth
• Tampax Partnered With Amy Schumer To Turn Question Marks Into Periods — Tampax with MSL (lead agency) Saatchi & Saatchi, Carat, Wunderman Thompson (partners)
• Tequila Don Julio Celebrates A Charitable Cinco de Mayo with "It's Cinco Somewhere" Virtual Campaign — Diageo with Hunter, Anomaly New York, Vayner Media, and starpower

Best in Digital Brand Platforms

• "3C Digital Makeover," a Connected Commerce Council and PLUS Communications Campaign — Connected Commerce Council with PLUS Communications
• Bridging the remote learning divide during COVID-19 — hoopla digital with MWWPR
• Extending STAGR's Unsurpassed Service Model with a Robust Digital Ecosystem — Stallergenes Greer with W2O
• No Longer a Nice to Have: a New Way to Experience Printing While Staying Safer at Home — HP Inc. with Goodby Silverstein & Partners, Edelman
• The Progressive International Motorcycle Shows launches ContinueTheRide.com — Progressive International Motorcycle Shows/Informa Markets

Best in Brand Film/Video

• #RIPeanut — Planters with ICF Next and VaynerMedia
• Queso Relaxation Video — Moe's Southwest Grill with M Booth
  
• The Macallan: World's Best Scotch Whisky Experiences — The Macallan with M Booth
• Today's the Day — MasterClass with Anomaly LA, Rogers & Cowan PMK
• Wi-Fi Withdrawal — American Airlines with Allison+Partners

Best Use of Illustrations + Photography

• Bread & Breakfast — Hotels.com with ICF Next
• Profiles in Resilience Poster Series — International AIDS Society (AIDS 2020) with W2O
• Rare Reflections: MPNs Unmasked — Incyte with W2O
• The Pack is Back! Cheez-It White Cheddar & House Wine Rosé — Weber Shandwick with Weber Shandwick Starcom

Best in Audio: Podcasts + Music

• All Business. No Boundaries. — DHL Supply Chain
• Bring Back Bronco Podcast — Ford Motor Company with GTB, Pacific Content, Hill+Knowlton Strategies
• Bud Light: Coming Up and Coming Out — Labatt Breweries of Canada with Veritas
• Changing Perceptions Through Transparency — Zoox with The Bulleit Group
• VETTalk with Royal Canin — Royal Canin

Best in Identity Branding

• Bringing the Lallemand Brands Together - and to Life — Lallemand Animal Nutrition with G&S Business Communications
• Going the Extra Smile — Frito-Lay / Lay's with Ketchum, The Marketing Arm, OMD
• Homegate Hero — Frito-Lay North America: Tostitos with Ketchum Genesco Sports
• Packaging Inclusivity Above All — Barefoot with MWWPR
• Seattle Promise: Equity in Higher Education — Seattle Colleges with C+C

Best in Social Good + Public Service + Activism

• #HusbandMaterial — United Nations - He for She with OH Partners
• 1 in 6 is One Too Many: Banfield Pet Hospital Addresses High Rates of Veterinary Suicide Rates — Banfield Pet Hospital with Coyne PR
• Project 100 — GiveDirectly with Precision
• The Fight to End LGBTQ Workplace Discrimination — Buckley Beal with Poston Communications
• The Power of the Latinx Vote — Voto Latino with MWWPR

Best in Brand Purpose

• Astellas Pharma C3 (Changing Cancer Care) Prize — Astellas Pharma with W2O
• Bringing the Power of the Outdoors to Quarantine Through #NatureNurtures — Tom's of Maine with BCW
• Chore Club by Whirlpool — Whirlpool brand with Ketchum & Digitas
• Hyatt x Zeno - Brand Purpose — Hyatt Hotels Corporation with Zeno Group
• Mobilizing Michaels To Deliver For Its Makers — Michaels with Zeno Group

Analytics + Insights

Best Use of Original/Commissioned Research for PR

• 2020 Census: Shape Your Future. Start Here. — U.S. Census Bureau with BCW Global
• Electric Vehicle Myths Busted — Ford Motor Company with WPP (BCW, PS-B, GTB), Chrome
• Rice Krispies Treats 'Love In Case Of' Back-To-School Reboot — Kellogg Company / Rice Krispies Treats with Weber Shandwick KRC Research
• Taking on Upgrade Culture — Decluttr with Max Borges Agency
• The Back To Normal Barometer — ROKK Solutions

Best in Measurement, Post-Campaign Analysis

• Diffusion for Burrow: Achieving PR ROI Through Data-Driven Media Strategy & Measurement — Burrow with Diffusion
• Generating Insights to Galvanize a New Community — GALvanize USA with Precision
• Marketing Moneyball: How a challenger brand reshaped influencer marketing — Zevo with Citizen Relations
• SiriusXM "Dial Up The Moment" Campaign — SiriusXM with Zeno Group
• We’re There by Holiday Inn and Holiday Inn Express — InterContinental Hotels Group with Ogilvy

Best in Marketing Technology

• Best Agency Disruption – TiiCKER — TiiCKER with Lambert & Co.
• Building and Launching PRophet: The First-Ever AI-Driven Software Platform That Predicts Media Interest, Sentiment and Spread — PRophet with KWT Global, MDC Partners, The Stagwell Group
• It's Time to Prove It: Proof BusinessGPS for Marketing & Communications — Proof Analytics with Hasan & Partners, W2O
• W2O Symplur Signals Provides Real-Time Insights to the NIH About Managing COVID-19 — W2O Symplur with W2O
• Zignal Labs Guides National Press Through The Year of Misinformation — Zignal Labs with Dan Klores Communications

Agency Spotlight

Best Agency Disruption

• #CreativeSinceDayOne Tiktok New Hire Apprentice Challenge — Day One Agency
• Assembling a Silicon Valley Super Group to Accelerate COVID Clinical Research — WorldWithoutCOVID with VSC
• Building and Launching PRophet: The First-Ever AI-Driven Software Platform That Predicts Media Interest, Sentiment and Spread — PRophet with KWT Global, MDC Partners, The Stagwell Group
• Invention in PR — Adam Ritchie Brand Direction
• W2O Goes All in During COVID-19 Pandemic to Support Mission of “Making the World a Healthier Place" — W2O

Best Agency Thought Leadership

• Brand Reckoning 2020 — Ketchum
• Briefing: For Semiconductor Companies Walking the U.S Vs. China Tightrope in Managing their Reputations — The Hoffman Agency
• Innovation in the Age of COVID-19 — Kivvit
• Invention in PR — Adam Ritchie Brand Direction
• The No Normal by ReviveHealth — ReviveHealth

Most Innovative Diversity, Equity & Inclusion Initiative

• Expanding FH Perspectives with True Mosaic — FleishmanHillard
• Investing in a Unified Future — AmerICantBreathe with Lambert & Co.

Best Event - Agency (Virtual or Live)

• Media Genius Master Class: Fellows Edition — Weber Shandwick
• rAIsing awareness in AI — March Communications
• The New Abnormal — Goodfuse

Special Campaigns

Public Service: Covid-19 / Pandemic

• COVID-19 Campaign — Washington State Department of Health with C+C
• Kiva: Helping Financially Excluded Communities — Kiva with Hotwire
• MusiCares COVID-19 Relief Fund — The Recording Academy with MusiCares, Porter Novelli, Rogers & Cowan PMK
• Pedigree "Dogs on Zoom" — Mars Petcare with Lead Creative Agency: BBDO New York Public Relations Agency: Weber Shandwick Media Planning Agency: Mediacom Digital Agency: Barefoot Proximity
• We Are In This Together: Anheuser-Busch Responds To COVID-19 — Anheuser-Busch

Public Service: #BlackLivesMatter / Racial Equity

• Children Belong in the Conversation: HP Empowers Families to Tackle Tough Conversations — HP with Edelman
• Detroit Youth Choir 'Glory' — The Detroit Youth Choir with Imagination
• Divided by Design: Findings from the American South — E Pluribus Unum with Berni Consulting
• Good Humor: A New Jingle for a New Era — Good Humor (Unilever) with Edelman
• The Patrón More Than Tequila Music Series — Patrón Tequila with M Booth

Healthcare / Pharmaceutical / Health-tech

• Hope in Sight: One of the Most Successful Rare Disease Treatment Launches in History — Horizon Therapeutics with WE Communications & W2O
• Humidity Heroes: Airthings Condair team to slow disease progression — Airthings with GreenRoom
• Mucinex® Changes the OTC Landscape By Going DTC — Mucinex® with Barbarian (Digital Agency), m ss ng p eces (Production Company) and Legend (Influencer and PR)
• PCCA Compounding Handoff Campaign — PCCA with Hill+Knowlton Strategies
• The Road to a Vaccine — Johnson & Johnson

Travel/Hospitality

• #VirtualPureMichigan — Travel Michigan with Current Global, McCann and UM
• Bread & Breakfast — Hotels.com with ICF Next
• Hyatt Hotels Corporation — Hyatt Hotels Corporation with Zeno Group
• Launch of the Chief Virtual Learning Officer (CVLO) Program — Kimpton Hotels & Restaurants with Allison+Partners
• Restarting the Travel Industry from Zero: Peppercomm and Flagship for trivago — trivago with Peppercomm and Flagship Consulting

Consumer

• #RIPeanut — Planters with ICF Next and VaynerMedia
• Agree to Disagree: Jif Settles the Jif vs. Gif Debate — Jif/JM Smucker Co. with MSL, PS1 (Publicis, Zenith, Publicis Media, Moxie), Giphy, Funny or Die
• America Could Use a Beer — Coors Light with ICF Next
• Sparking Creativity in a Climate of Uncertainty, Isolation & Anxiety — Nikon with MWWPR
• Unleash the Cheetle: Introducing Cheetos Popcorn — Frito-Lay North America - Cheetos with Ketchum

Technology/Clean Energy/Green Energy

• 3D-Printing a New Bike Brand — Arevo with Max Borges Agency
• Microsoft Teams: Solving Video Fatigue through Together Mode — Microsoft with WE Communications
• Microsoft: Carbon Negative by 2030 — Microsoft with WE Communications
• Sharing the Promise of AI – One Smell at A Time — Intel with Ketchum
• Unisys Security Index: Staying Safe. Staying Connected. Staying Secure. — Unisys with Bospar

Corporate Reputation/B2B/Investors

• Avaya: Reinvigorating a 20-Year-Old Brand — Avaya with Hotwire
• Helping PCI Pharma Services Find Its Massive Transformative Purpose — PCI Pharma Services with WE Communications
• IBM Drives Change with Facial Recognition Product Withdrawal — IBM
• Meet the "New" HPE: Building a Compelling Narrative to Reinvigorate a Technology Powerhouse — Hewlett Packard Enterprise with Ketchum
• Zeno Group Supports The Hershey Company's Crusade to Save Halloween & Encourage Safe Celebrations — The Hershey Company with Zeno Group

Employee Activism/Engagement

• "For Real Life" Mental Health Campaign — Hewlett Packard Enterprise with Ketchum
• Camp John Hancock – Manulife — John Hancock
• IBM CEO Transition During Accelerating Pandemic — IBM
• Mount Sinai & the COVID-19 Pandemic — Mount Sinai Health System with SKDKnickerbocker
• The Employee View @ Biosector 2 — Biosector 2

Non-profit / Charity

• Clorox Clears Teachers’ Back-to-School Wish Lists — The Clorox Company with Ketchum
• Divided by Design: Findings from the American South — E Pluribus Unum with Berni Consulting
• PMC Reimagined — Pan-Mass Challenge with Cone, A Porter Novelli Company
• Project 100 — GiveDirectly with Precision
• Tobacco Free Kids: Fighting the Youth Vaping Epidemic — Tobacco Free Kids with Bully Pulpit Interactive

Politics/Public Affairs/Lobbying/Government

• Keeping Cannabis Essential Amid The Pandemic — Cannabis Information Project with Marathon Strategies
• Launching the IBM Policy Lab: Bold Ideas for a Digital Society — IBM with Precision Strategies
• Save Restaurants — Independent Restaurant Coalition with Precision
• The ESA Game Generation — Entertainment Software Association with Ketchum
• WifiForward: Winning Spectrum for Wi-Fi — WifiForward with Glen Echo Group

Lean Marketing

• Buy Happiness – Rent a Finn — Visit Finland with Zapwater Communications
• How Prodoscore Makes Work from Home Actually Work — Prodoscore with Bospar
• Leading Critical COVID-19 Relief and Long-Term Advocacy Conversations for Small Business Owners — The Women's Business Development Center with Hawthorne Strategy Group
• Paging Dr. Fauci — Healthline with Bospar

Micro Marketing

• America Could Use a Beer — Coors Light with ICF Next
• How Prodoscore Makes Work from Home Actually Work — Prodoscore with Bospar
• Micro-Influencer Campaign Saves the Littlest Lives — Prolacta Bioscience with Capwell Communications
• Paging Dr. Fauci — Healthline with Bospar
• Sparking A Dialogue of Hope for LGBTQ Youth — The Trevor Project with GCI Health

New to Market

Best New Company / Executive Launch

• Building the Hydrogen Economy-Plug Power, from manufacturer to energy company- 1,178% stock increase — Plug Power with The Bulleit Group
• CircleAround Campaign — Rogers & Cowan PMK
• How Prodoscore Makes Work from Home Actually Work — Prodoscore with Bospar
• Solebury Trout IPO Communication — Multiple with Solebury Trout
  

Best New Product / Brand Launch

• Breaking Through The #Basic Season: STōK Pumpkin Cold Brew Launch — STōK Cold Brew | Danone North America with ICF Next
• Bud Light Seltzer — Bud Light with Weber Shandwick 3PM
• How Prodoscore Makes Work from Home Actually Work — Prodoscore with Bospar
• IBM & The Mayflower Autonomous Ship & The AI Captain — IBM
• Unleash the Cheetle: Introducing Cheetos Popcorn — Frito-Lay North America - Cheetos with Ketchum
  

Innovation Excellence

Innovator of the Year —Student

• Sophia Wilby and Beth Garrad — Miami Ad School Toronto

Innovator of the Year — Agency

• An Act of Defiance! — Bospar

Innovator of the Year — Brand

• Kathy Krenger, Senior Vice President of Global Communications — Hyatt Hotels Corporation