2015 In2 SABRE Awards — The Shortlist
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2015 In2 SABRE Awards — The Shortlist

The Innovation SABRE Awards North American gala will be held on February 18 at the Ritz Carlton San Francisco.

Holmes Report

2015 In2 SABRE Awards — The Shortlist

The In2 SABRE Awards build upon the SABREs—an awards competition with a 20-year heritage— by introducing a host of new categories to reflect the great digital content being created in a variety of places and the use of data and analytics.

The 2015 North American In2 competition was  judged by industry experts who come from some of the most forward-looking, innovative companies and agencies, including Google, Greylock Partners, Dell, FICO and RedPoint Ventures, among others.

There were a few instances in which — either because of the quality or volume of entries — the judges opted to award only one winner (rather than finalists), and in some cases, one runner up. Those categories have been denoted with an asterisk. The remaining winners will be unveiled at the awards dinner.

The awards gala dinner will be held at the Ritz Carlton San Francisco on the evening of February 18, 2015. That dinner will come at the culmination of a two-day Innovation Summit that will bring together experts in data and analytics, brand storytelling and content creation. For more information, or to purchase tickets, click here.


The 2015 In2 SABRE Awards Shortlist - North America

Live Events

Billion Back with Block - H&R Block with Ketchum

The Grand Budapest Hotel Gets LEGO Makeover For Blu-ray Release - Twentieth Century Fox Home Entertainment with Hill + Knowlton

Gogo Takes Flight at SXSW - Gogo with Weber Shandwick

SXSW Samsung - Samsung with PMK*BNC

TNT Dallas Gas Station Takeover - GREY Activation & PR

   

Digital Promos & Activations

All Things Hair - Unilever with Weber Shandwick

Caribou Coffee Pours A Clear Cup of Consumer Engagement - Caribou Coffee with Exponent PR

Clorox Ick Awards - The Clorox Company with Ketchum

Pin A Meal. Give a Meal - Land O'Lakes with Exponent PR

Samsung Uses Twitter to #PowerOn Galaxy Phones and Skip Lines at SXSW - Samsung with Edelman Digital

   

Sponsorships

Crystal Light & Variety Magazine Sponsorship Series - Crystal Light with Henson Consulting

Kellogg’s 2014 Winter Olympics Campaign: From Great Starts Come Great Things - Kellogg's with Edelman

Samsung/Hunger Games: Mockingjay Part 1 Strategic Partnership - Samsung with PMK*BNC and Edelman

Stirring Up Cocktails for Charity with Influencers for Campari’s Negroni Week - Campari with M Booth

Unapologetically Barbie - The Barbie and Sports Illustrated Partnership - Mattel with Weber Shandwick

   

Trade Shows & Awards

Command Your Content with Precision - ViewPointe with HB

I Design - Merck & Co with Cohn & Wolfe

Oral-B SmartSeries: How a toothbrush became one of the biggest technology stories of 2014 - Proctor & Gamble with MSLGroup

Toyota SHIFTs Perceptions with Toyota Arcade Event at NY International Auto Show - Toyota with Shift Communications

Wilsonart Redefines "Modern" at the 2014 Kitchen & Bath Industry Show- Wilsonart with PadillaCRT

   

Digital and Print Media

Always #LikeAGirl - P&G with MSLGroup

D-Wave Systems - D-Wave with LaunchSquad

Fast Company Feature Serves Up New Distribution & Investor Interest - Sir Kensington's Condiments with 360 PR

Oscar Mayer: Wake Up & Smell The Bacon- Oscar Meyer with Olson Engage and 360i

Putting the “Bang” in “Big Bang”: How Bell Labs Got Its Groove Back - Alactel Lucent with the Hoffman Agency

   

Broadcast Media (Radio/TV)

Always #LikeAGirl - P&G with MSLGroup

Depend Drop Your Pants for Underwareness - Kimberly Clark Corporation with Marina Maher Communications

Edward Snowden, SpiderOak and the Zero-Knowledge Privacy Standard - SpiderOak with Boca Communications

Fly with Amelia- Amelia Rose Earhart with 451 Marketing

Unveiling Our Hidden Heroes -Elizabeth Dole Foundation with Susan Davis International

   

Blogs and Subject Matter Experts*

WINNER: Iconic Tastemakers - Microsoft Devices with Cohn and Wolfe

RUNNER UP:Voices of Meningitis Campaign - Sanofi Pasteur with BioSector 2

   

Creation of Persuasive Content

American Statistical Association Counts on Success with Revitalization Campaign - American Statistical Association with Stanton Communications, Inc.

From Tragedy to Transformation: The City of San Bruno Challenges and Changes a Broken Utility Regulatory System in California - City of San Bruno with Singer Associates

Marketo’s “Rise of the CMO” Campaign Engages Digital “Marketing Nation” and Silicon Valley Influencers - Marketo with FleishmanHillard

NRG Energy Leading the Race to a Clean Energy Future - NRG Energy with Golin

Saving Transportation Funding One Infographic At A Time - American Association of State Highway and Transportation Officials with Capstrat

   

Content Creation on Media Sites

The Building of HomeAway - One Million Live Vacation Rental Listings - HomeAway with Text100

Marshawn Lynch Pumps Up Skittles NFL Sponsorship- Skittles with Olson Engage

"No Phone" Challenge - U.S. Cellular with Ketchum

National Franks League - ConAgra's Hebrew National with Edelman

   

Sponsored Content/Native Ads

Cap'n Crunch's Apology Tour- Cap'n Crunch with Olson Engage

An Inspired Mission: Taking PetSmart’s Mission on the Road - PetSmart with Golin

Oscar Mayer: #Tweet2Lease - Oscar Mayer with Olson Engage

   

Influencer Endorsements & Product Placement

Bear Naked #OneUpIt - Kellogg's Bear Naked with Krispr

Break Up for Better - Viva brand with Ketchum

Cronut® at Midnight: Allison+Partners and Dominique Ansel Bakery Take SXSW® by Storm

Kitchen Conversations Bring Butter Brand to Life - Land O'Lakes with Exponent PR

Stirring Up Cocktails for Charity with Influencers for Campari’s Negroni Week - Campari with M Booth

   

Media Partnership*

WINNER: "A New America" Town Hall Series - Microsoft with Burson-Marsteller (with sister company Palisades Media Ventures)

RUNNER UP: A New Prescription for Health Education - Pfizer with Arc2

Public Service Announcement

Anti-DWI "Choices" - New York City Department of Transportation with Proof Integrated Communications

DO NOT READ THIS - Room to Read with Ketchum

Your Prostate Your Decision - Genomic Health with W20 Group

   

Other Advertising*

WINNER: Ventra Rebrand Campaign - Cubic Transportation Systems, Chicago Transit Authority, Pace Suburban Bus with Grisko

   

Best Use of Facebook

Burwell V. Hobby Lobby - Hobby Lobby with Saxum

Epipen - Canada Social Campaign - Pfizer Canada; Porter Novelli Canada

"Meet the Man. And the Machine.” - Maytag Brand; Parent Company: Whirlpool Corporation with Ketchum

Member Since: American Express Turns Card Membership Into a Badge of Honor - American Express with Mbooth

No Woman Should Die Giving Life: Merck for Mothers Builds and Engages a Facebook Community to Get Informed About Maternal Mortality - Merck with MMC

   

Best Use of Twitter

Clorox Ick Awards - The Clorox Company with Ketchum

Food Hacks- Kraft Canada with Citizen Relations

Managing a Crisis of Racial Insensitivity - Sonic Drive-In with Cohn Wolfe

Oscar Mayer: #Tweet2Lease - Oscar Mayer with Olson Engage

Samsung Uses Twitter to #PowerOn Galaxy Phones and Skip Lines at SXSW - Samsung with Edelman Digital

   

Best Use of LinkedIn*

WINNER: Lenovo North America Channel Partner LinkedIn Program - Lenovo with Text100

 

Best Use of Pinterest*

WINNER: Pin a Meal. Give a Meal. - Land O'Lakes with Exponent PR

RUNNER UP: Backyard Entertaining with TIKI Brand - TIKI Brand with Cramer-Krasselt

   

Best Use of Vine

M&M'S Super Bowl Color Commentary - Mars Chocolate with Weber Shandwick

#RecapInSix - Samsung Electronics America with Edelman

Showcasing the Creative Potential of Samsung Devices in the #GalaxyVine Studio - Samsung Mobile US with Edelman

   

Best Use of Blogging

ADP Midsized Business Owners Study and Total Cost of Ownership - ADP with Edelman

H&R Block Grows Audience Share and Engages Hispanic Community with Block Talk Blog - H&R Block with Shift Communications

LIVE.LOVE.LUX: How Electrolux Keeps Consumers Engaged During Long Purchase Cycles - Electrolux with Weber Shandwick

Pompeian Pantry Insiders Blogger Network - Pompeian with Hunter PR

Rethinking Amadeus' Promotion Strategy - Amadeus with Kwittken

   

Social Media Collective

Belize's Quick Wins - Belize Tourism Board with Olson Engage

Cans Get You Cooking (and Engaging!) on Social Media - Can Manufacturers Institute with Hunter PR

Courting the Creative Class: Introducing Andaz - Andaz with Mbooth

IEEE: Engineering Goes Social - IEEE with Finn Partners

PEDIGREE See what good food can do - Pedigree with Weber Shandwick

   

Crowd-sourcing and Co-Creating

Clorox Ick Awards - The Clorox Company with Ketchum

Frank's RedHot #IPTSOE UGC Campaign - Frank's Red Hot and MSLGroup

Living Pinterest Board - Caribu Coffee with Exponent PR

SUDAFED REPLAY - McNeil Consumer Healthcare with Hunter PR

#USFCA Tag – You're It! Crowdsourcing and Co-Creating the University Brand Story - The University of San Francsico

   

Real-time engagement

Allen & Gerritsen's Brand Newsroom - Allen & Gerritsen

Managing a Crisis of Racial Insensitivity - Sonic Drive-In with Cohn Wolfe

Meijer becomes first retailer on Snapchat with back-to-college campaign - Meijer with Axis, a Weber Shandwick agency

Pride & Joy - Mondelēz Canada with Edelman

Turning The Daytime Emmy Awards Into Must WatchTV…Online - National Academy Of Television Arts And Sciences (NATAS) with MWW

   

Brand Digital Platforms - technical

The ADL GLOBAL 100: An Index of Anti-Semitism - Anti-Defamation League with First International Resources

Choose ATL - Choose ATL with Nebo

Get Covered America: Your Health. Your Choice. - Enroll America with Ogilvy PR

Hyundai Hope On Wheels’ “Every Handprint Tells A Story” Drives Awareness for Childhood Cancer Awareness Month - Hyundai with Finn Partners

Making Black Boxes Sexy - Lenovo with Capstrat

   

Digital Newsrooms

ADP Midsized Business Owners Study and Total Cost of Ownership - ADP with Edelman

National Franks League - ConAgra Foods - Hebrew National with Edelman

Outbrain's Visual Recognition- Outbrain

Overhauling an Industry Communications Model to Adjust to an Evolving Consumer Environment - Dairy Management Inc. (DMI) with Edelman

Twist Mktg and Galderma's Break Up with Your Makeup Campaign - Galderma/Mirvaso with Twist Mkting

   

Digital Video

Always #LikeAGirl - P&G with MSLGroup

Audi: "Barely Legal Pawn" - Audi with PMK BNC

Evinrude Ambassadors - Evinrude with Cramer-Krasselt

Keep it Personal - Western Digital with W2O Group

Marshawn Lynch Pumps Up Skittles NFL Sponsorship - Skittles with Olson Engage

   

Animation Video*

WINNER: Project Giving Kids - Connecting Kids to Causes - Project Giving Kids with HB

RUNNER UP: Mashable

   

Non-Video Broadcast: Podcast /Webinar/Webcast*

WINNER: SEIZE THE HOLIDAYS WITH KRUSTEAZ: A VIRTUAL BAKING EVENT - Continental Mills, Krusteaz with 360PR

   

SEO/Content Distribution*

WINNER: If a Blog Post Falls in the Forest and No One is Around, Does it Make a "Sound?" - Endicia with the Hoffman Agency

   

Branding & Identity

AnyThing but 'Three and a Tree' - Rethinking of the Traditional College Admissions Campaign - UNC Chapel Hill Office of Undergraduate Admissions with Capstrat

Choose ATL - Choose ATL with Nebo

Visa, Everywhere is a State of Mind - Visa with FleishmanHillard

   

Gamification*

WINNER: Edge Dream Job Sabre Award Submission with Edelman

RUNNER UP: Frank's RedHot #IPTSOE UGC Campaign - Frank's RedHot with MSLGroup

   

Meme*

WINNER: Skittles Wins The Super Bowl - Skittles with Olson Engage

RUNNER UP: A Farewell Meme - Microsoft with Porter Novelli

   

Original/Commissioned Research for PR

The ADL GLOBAL 100: An Index of Anti-Semitism - Anti-Defamation League with First International Resources 

Exploring Consumer Mobility Trends: Burson-Marsteller/Team BAC Conduct Industry-First Report - Bank of America with Burson-Marsteller

The Monster-Free Mouths Movement - American Academy of Pediatric Dentistry with Weber Shandwick

Peer 1 Hosting with March PR

Shoes (and Sex) Sell: Shoebuy.com Survey - Shoebuy.com and Shift Communications

   

Analytics For Campaign Planning, Audience Insights Or Influencer Targeting


AnyThing but 'Three and a Tree' - Rethinking of the Traditional College Admissions Campaign - UNC Chapel Hill Office of Undergraduate Admissions and Capstrat

Commetric (Insights Products and Services)

Expanding How Minnesotans Think About Health - The Center for Prevention at Blue Cross and Blue Shield of Minnesota with PadillaCRT

"This is Wholesome" - HoneyMaid with Weber Shandwick

Xerox Social Executive Program - Xerox with Text100

   

Measurement for Post-Campaign Analysis*

WINNER: Weber Shandwick Engagement Index: Applying the Media Psychophysiology Research Paradigm to Public Relations Evaluation

RUNNER UP: Analyst by AirPR

   

Insights Product or Service

AirPR Analyst

Going Digital Native to Fill the Voids in Social Media Consulting - Havas PR

Guiding Business Over a New Landscape -- The Authenticity Gap - FleishmanHillard

OutBrain's Deep Dive - OutBrain 

WE Infinity: Measure. Discover. Act - Waggener Edstrom

 

Best Agency Website

Bateman Group

Kwittken

Grisko

   

Best Agency Editorial/Comms Platform

Content Reigns: How SHIFT Communications Built Its Agency Blog to be a Must-Read - Shift Communications

Food 2020: The CEO as Consumer - Ketchum

Giving the Global Leadership Debate a Provocative Twist - Ketchum

LEWIS 360: An Inside Look at PR, Digital Marketing and the Communications Industry - Lewis PR

Storytelling Blog Delivers Fresh Takes with a Touch of Levity - The Hoffman Agency

 

Best Use of Innovative Channels: Corporate/B2B

ADP Midsized Business Owners Study and Total Cost of Ownership - ADP with Edelman

Launching a Superhero Tablet - Panasonic System Communications Company of North America with Cohn& Wolfe

Meeting Face-to-Facebook - Facebook with Access Communications

WorkIntelligent.ly - Ricoh Americas Corporation with Weber Shandwick

Xerox Drives Consumers and Brand Awareness with Influencers at the Wheel - Xerox Corporation with Text100

   

Best Use of Innovative Channels: Consumer

Barbie #Unapologetic - Mattel with Weber Shandwick

Meijer becomes first retailer on Snapchat with back-to-college campaign - Meijer with Axis, a Weber Shandwick agency

Oscar Mayer: Wake Up & Smell The Bacon - Oscar Meyer with Olson Engage and 360i

PEDIGREE See what good food can do - Pedigree with Weber Shandwick

Taco Bell Breakfast Reddit AMA - Taco Bell with Taylor

   

Best Use of Innovative Channels: Government/Public Affairs

Anti-DWI "Choices" - New York City Department of Transportation with Proof Integrated Communications

Capital New York Elites Campaign - Entergy with Burson Marsteller

Protecting INNOVATION: Advocating Intellectual Property Rights - Global Intellectual Property Center

Setting the Standard: Creating a New News Source in Richmond

   

Best Use of Innovative Channels: Technology

Avaya – Using a high-profile customer to communicate with new market segments - Avaya with FleishmanHillard

Jibo: the world's first family robot - Jibo with Inner Circle Labs

Oral-B SmartSeries: How a toothbrush became one of the biggest technology stories of 2014 - Proctor & Gamble with MSLGroup

   

Best Use of Innovative Channels: Internal Comms

WINNER: My Company is Better Than Yours - South State Bank with Capstrat

   

Lean Marketing

Breakability - SquareTrade with Hotwire PR

Harry & David Epicurean Express Food Truck Event - Harry & David with DBC PR + Social Media

Meijer becomes first retailer on Snapchat with back-to-college campaign - Meijer with Axis, a Weber Shandwick agency

Simple.TV: Rising Above the Noise - Simple.TV with GreenRoom Social

Unleashing the Power Behind Women’s Startup Lab: Eastwick Showcases the Disruptive Female Technology Accelerator and How It’s Changing the Face of Silicon Valley - Women's Startup Lab with Eastwick

   

Micromarketing

Bellabeat US Launch - BellaBeat with GreenRoom Social

Belize's Quick Wins - Belize Tourism Board with Olson Engage

Choose ATL - Choose ATL with Nebo

Meijer becomes first retailer on Snapchat with back-to-college campaign - Meijer with Axis, a Weber Shandwick agency

   

New to Market - Company Launch or Rebrand

Bubblews: The World’s Next Big Social Platform - Grayling with Bubblews

Eastwick Takes an Integrated Campaign Approach to Launch PEQ - SmartHome Ventures with PEQ

Get Covered America: Your Health. Your Choice. - Enroll America with Ogilvy PR

Jibo: the world's first family robot - Jibo with Inner Circle Labs

LaunchLM: From Concept to Tech Community Catalyst - The Alliance for Downtown New York with the Horn Group

   

New to Market - New Product Launch or Relaunch

Dropcam Pro – Launching a Next-Generation Camera - Dropcam with SparkPR

Firebell with Weber Shandwick

Jibo: the world's first family robot - Jibo with Inner Circle Labs

Kick(starter) It Into Overdrive: Putting Mohu on the Cord-Cutting Map - Mohu with Shift Communications

The Naked Grape Music Box - The Naked Grape with Hunter PR

   

Most Innovative Agency

Allison + Partners

Eastwick

Kwittken

Olson Engage

Weber Shandwick

   

Most Innovative Marketing Communications Team, Brand

firebell Global Brand Champions Team - Weber Shandwick

Global Brand Campaign - Indeed

P5 Country Planning Learning Programme - Baxter

Stirring Up Cocktails for Charity Together for Campari’s Negroni Week - Innovative Marketing Team - Campari

   

Most Innovative Brand/Agency Collaboration


Choose ATL - Choose ATL with Nebo

A New Prescription for Health Education - Pfizer with Arc2

Oscar Mayer with Olson Engage, 360i, McGarryBowen and Starcom  

Pride & Joy - Mondelēz Canada with Edelman

Samsung/Hunger Games: Mockingjay Part 1 - Samsung Mobile USA with PMK*BNC and Edelman


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