SABRE Awards North America 2016 Winners | Holmes Report
Charting the future of public relations

2016 SABRE Awards North America Winners

The 2016 North America SABRE Awards winners were selected from among more than 2,000 entries in this year's competition, which recognizes Superior Achievement in Branding, Reputation and Engagement. The campaigns were evaluated by a jury of more than 40 industry leaders.

Winners were honoured at the SABRE Awards dinner on May 3 at Cipriani 42nd Street in New York. 

PLATINUM SABRE AWARD FOR BEST IN SHOW

REI #OptOutside—REI with Edelman 

Finalists
McDonald’s All Day Breakfast – The People’s Launch—McDonald's with Golin  
BeRemembered.com—Aurora Casket Company with K2 Digital    
The Sisterhood of Motherhood—Abbott's Similac with MSLGROUP
Wrangling Multimedia Content for the Western Lifestyle—Wrangler Network with French/West/Vaughan

DIAMOND SABRE AWARDS

COMPANY OF THE YEAR
Company of the Year / T-Mobile Wins with Un-carrier Approach—T-Mobile with Porter Novelli      

THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT ON BRAND-BUILDING                                       

Panera Bread Reinvigorates Brand Through “Food As It Should Be” Campaign—Panera Bread with Taylor    

THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT

Philips Innovation + You & TogoRun—Philips with TogoRun     

THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN RESEARCH AND PLANNING                   

Dove + Twitter #SpeakBeautiful: A Partnership for Social Change—Dove / Unilever with Edelman          

THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN MEASUREMENT AND EVALUATION

#IBelieveYou—a campaign to promote a consistently positive response to sexual assault—Association of Alberta Sexual Assault Services with Cause & Effect Marketing with Infinity Communications 

GOLD SABRE AWARDS

PRACTICE AREAS

BUSINESS-TO-BUSINESS MARKETING             

Delivering Sales for Peapod’s Office Delivery Business­—Peapod.com with 360 Public Relations           

CONSUMER MARKETING (EXISTING PRODUCT)                                            

Pedialyte "See the Lyte" Adult Campaign—Abbott's Pedialyte with MSLGROUP 

CONSUMER MARKETING (NEW PRODUCT)                                   

McDonald’s All Day Breakfast – The People’s Launch—McDonald's with Golin     

INTEGRATED MARKETING                                

Arby's Last Laugh with Jon Stewart—Arby's Restaurant Group, Inc. with Edelman                    

INSTITUTIONAL IMAGE                                              

Changing the Legacy of Discontent—United Airlines with Edelman

EMPLOYEE COMMUNICATIONS                                      

Better Together: The Journey Begins—Elanco Animal Health with FleishmanHillard 

EMPLOYER BRANDING                                      

Vodafone Global Maternity Leave Policy—Vodafone with Text100

EXECUTIVE LEADERSHIP                                    

The Face of the Cruise Industry—Carnival Corporation with LDWWgroup        

FINANCIAL COMMUNICATIONS                                          

SABMiller / AB InBev M&A Communications Support—SABMiller with Finsbury          

CAUSE-RELATED MARKETING                                          

Negroni Week Delivers Sweet Success for Bittersweet Brand—Campari with M Booth          

COMMUNITY RELATIONS                                  

JetBlue's Soar with Reading: Solving the Problem of Book Deserts—JetBlue with MullenLowe U.S.  

CORPORATE SOCIAL RESPONSIBILITY             

Beyond the Driving Test – Michelin Puts Air in Teens’ Tire Awareness—Michelin with Ketchum              

PUBLIC EDUCATION                                           

Anchor It! Secure Furniture and TVs: Protect Children—The U.S. Consumer Product Safety Commission with Finn Partners        

CRISIS MANAGEMENT                                       

Bonus S—ScottsMiracle-Gro with Zeno Group                   

ISSUES MANAGEMENT                                      

Bayer Bee Care Program—Bayer, Crop Science Division with Porter Novelli, Mastermind Marketing and BBDO        

PUBLIC AFFAIRS                                  

The Campaign to Renew the 9/11 Health Bill—FealGood Foundation with Global Strategy Group         

CORPORATE MEDIA RELATIONS                                       

REI #OptOutside—REI with Edelman              

PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)                                    

Hampton by Hilton Uncovers and Inspires a New Type of Traveler: The “Seekender”—Hampton by Hilton with rbb Communications           

PRODUCT MEDIA RELATIONS (TRADE MEDIA)                                             

Back to Bourgogne—Burgundy Wine Board with Sopexa USA           

DIGITAL CAMPAIGN                                           

BeRemembered.com—Aurora Casket Company with K2 Digital               

SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN                                      

STRAIGHT OUTTA COMPTON: THE NWA STORY - Drumming Up Box Office Success Through Latinos of Influence—Universal Pictures with H+M Communications              

BLOGGER OUTREACH                                        

Engaging Bloggers to Empower Rheumatoid Arthritis Patients to Make “Joint Decisions” with Their Rheumatologists—Janssen, a pharmaceutical company of Johnson & Johnson, with Tonic Life Communications

BRANDED JOURNALISM                                        

Wrangling Multimedia Content for the Western Lifestyle—Wrangler Network (www.WranglerNetwork.com) with French/West/Vaughan      

WORD OF MOUTH                                                   

McDonald’s All Day Breakfast – The People’s Launch—McDonald's with Golin     

GUERRILLA MARKETING                                   

Hot Octopuss presents GuyFi—Hot Octopuss with Manifest NYC               

PUBLICITY STUNT                                

Marshawn Lynch's Press Conference—Skittles with Olson Engage               

SPECIAL EVENT                                             

Malts of Legend—John Dewar & Sons with Nike Communications                 

SPONSORSHIP                                     

Humana Senior Skip Day—Humana with Golin            

TRADE SHOW                                          

Getting Hands On: Ansell Introduces New Ergonomic Glove Technology via Trade Show Virtual Experience—Ansell with Fahlgren Mortine

MARKETING TO MEN                                         

Game Over, Game On—GODIVA Chocolatier with M Booth   

MARKETING TO WOMEN                                  

The Sisterhood of Motherhood—Abbott's Similac with MSLGROUP            

MARKETING TO YOUTH                                              

Left Swipe Dat—Truth Initiative with Ketchum            

MULTICULTURAL MARKETING                                         

Dove Hair Love Your Curls—Unilever – Dove with Edelman           

INDUSTRY SECTORS

AUTOMOTIVE                                              

Toyota: Share the Journey—Toyota with Golin            

FASION AND BEAUTY                                                  

Pantone Color of the Year 2016: From Pop Culture Moment to Pop Culture Movement—Pantone with Kwittken        

FOOD AND BEVERAGE                                                 

Chobani Flip: The Break You Make—Chobani with Weber Shandwick            

HOME AND FURNITURE                                            

From Brooklyn to Main Street: Evolving the Kaufmann Mercantile Brand—Kaufmann Mercantile with 360 Public Relations                

CONSUMER PRODUCTS                                                

The ThankList: American Greetings Brings Gratitude to a Rude World—American Greetings with Mullen Lowe U.S.        

ENTERTAINMENT                               

ELEAGUE—WME | IMG                        

FINANCIAL SERVICES                                                   

H&R Block Takes the Sticker Shock Out of the ACA—H&R Block with Ketchum     

FOOD SERVICE                                         

Red Robin Tries to Rope in the Pope for Lent Promotion—Red Robin Gourmet Burgers with Coyne Public Relations 

RETAILERS                                            

REI #OptOutside—REI with Edelman              

TRAVEL AND TOURISM                                      

Flywheel Dominates Taxi-Hailing App Competition by Positioning Itself Against Transportation Giants, Uber and Lyft—Flywheel with VSC     

ENERGY AND NATURAL RESOURCES                                              

Entergy Wholesale Commodities: Transformer Fire Response at Indian Point—Entergy Wholesale Commodities with Burson-Marsteller            

CHEMICALS AND INDUSTRIALS                                           
Evangelizing Invention: The General Electric Content Ecosystem—General Electric with Group SJR
 
        
PROFESSIONAL SERVICE FIRMS                                       
    

Deloitte: Reinventing Performance Management—Deloitte with Deloitte-National Office                   

REAL ESTATE AND CONSTRUCTION                                

The Homes for Dogs Project: Finding Homes for Home's Best Friend—Coldwell Banker Real Estate with CooperKatz & Company, Inc.     

TRANSPORTATION AND LOGISTICS                                  

Making the Map Exciting: HERE Marks the Spot—HERE with Cohn & Wolfe

CONSUMER ELECTRONICS                                         

Fueling 4K Innovation: The Samsung 4K Video Project—Samsung with Allison+Partners        

TECHNOLOGY: HARDWARE                                              

HPE Matter: The Idea Economy—Hewlett Packard Enterprise with Interfuse Communications      

TECHNOLOGY: SOFTWARE AND SERVICES                                    

From Launch to Company of the Year - Slack's PR Story—Slack with Rsquared Communication       

TELECOMMUNICATIONS                                   

Launching the World’s First Shatterproof Smartphone Display with the #ShortestPressAnnouncementEver—Motorola Mobility with Weber Shandwick      

WEB-BASED BUSINESS                                       

Digitizing a Corporate Transformation: Setting the Stage for eBay’s Next Chapter—eBay with Edelman        

ANIMAL CARE                                      

Animal Farm Foundation Disarms “Pit Bull” Dog Owner Stereotypes with National Public Service Announcement—Animal Farm Foundation with Coyne Public Relations

CONSUMER HEALTH                                                

BAUSCH + LOMB Upgrades Tech Eyes at SXSW Film + Interactive Festival—BAUSCH + LOMB with Zeno Group           

HEALTHCARE PROVIDERS                                   

Let Doctors Be Doctors—athenahealth with ReviveHealth           

MEDICAL TECHNOLOGY                                    

Let's Laugh About Sex—We-Vibe with M Booth          

PHARMACEUTICAL: RX                                      

Voices of Meningitis—Sanofi Pasteur with Biosector 2              

ASSOCIATIONS                                         

Unbroken Hearts—The Society for Cardiovascular Angiography and Interventions (SCAI) with Weber Shandwick         

EDUCATIONAL AND CULTURAL INSTITUTIONS                                             

Strayer Success Project—Strayer University with Ogilvy Public Relations             

GOVERNMENT AGENCIES                                    

Planning the Future of Terminal 1 at SAN—San Diego International Airport with Porter Novelli              

NOT-FOR-PROFIT ORGANIZATIONS                                

Bracelets for Press Freedom—Press Uncuffed with RoseComm               

GLOBAL CAMPAIGN             

imlovinit24: Creating 24 Moments of Joy in 24 Cities in 24 Hours—McDonald's Corporation with Ruder Finn    

MULTIMARKET CAMPAIGN                                                                

Multimarketing Campaign / Windows Devices World Tour—Microsoft with WE Communications            

CANADIAN CAMPAIGN                                      

#YorkdaleFashionSanta—Yorkdale Shopping Centre with Media Profile   
           

SILVER SABRE AWARDS
PR AGENCY EMPLOYEE PROGRAM        

Hill+Knowlton Strategies Promotes Work-Life Blend with H+K Outside Kids Initiative—Hill+Knowlton Strategies                            

PR AGENCY CITIZENSHIP                                                              

Innovative Program Rewards Kindness at Coyne PR—Coyne Public Relations  

PR AGENCY MARKETING                                                            

Future of Retail 2015 Data Study—Walker Sands Communications       
                                            
THOUGHT LEADERSHIP IN PR                                           

The On-Demand Economy Survey—Burson-Marsteller