2015 In2 SABRE Awards — The Shortlist

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