Holmes Group Announces Silver SABRE Winners
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Holmes Report
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Holmes Group Announces Silver SABRE Winners

The Holmes Group announces the winners and honorees in the Silver SABRE categories, recognizing content creation and agency management.

Holmes Report

2012 SABRE AWARD SILVER WINNERS AND FINALISTS

GUERRILLA MARKETING

WINNER:
Hilton HHonors Great Getaway Flash Mobs and Flash Sale
Hilton HHonors with Edelman

FINALISTS:
Save-A-Lot the Road to Show How to Fuel Your Family for Less
Save-A-Lot with Carmichael Lynch Spong

Trojan Pulls Back the Sheets on Sexy Tech
Church & Dwight/Trojan Brand Condoms with Edelman

"Jamaica in My Head" Flash Mob
Jamaica Tourist Board (JTB) with Finn Partners

Partners in Preservation 2011 - Twin Cities
American Express Foundation, National Trust for Historic Preservation with LaBreche


PUBLICITY STUNT

WINNER:
Kodak Frees Your Facebook Photos
Kodak with Ketchum

FINALISTS:
Atomic PR and Cozi - Get Your Ducks in A Row
Cozi with Atomic PR

Uncharted 3 - The Nathan Drake Half-Tuck
Sony PlayStation with Ketchum and Harrison & Shriftman

Harlequin's Office for the Preservation of the Kiss
Harlequin with NATIONAL Public Relations, Sonic Boom Creative Media and Burson-Marsteller

Knorr & Ogilvy PR: Introducing New Knorr Homestyle Stock to the U.S.
Unilever's Knorr Brand with Ogilvy Public Relations


SPECIAL EVENT

WINNER:
Tide "Loads of Hope" Spreads to Help Haiti
Procter & Gamble with DeVries Public Relations

FINALISTS:
MetLife: It's the Great Pumpkin, New York
MetLife with Burson-Marsteller

Snapple Celebrates National Iced Tea Day
Dr Pepper Snapple Group with Ketchum

BAND-AID Brand Rescues Fashion Emergencies
BAND-AID Brand with RF | Binder Partners

GM Western Region Takes Millennial Enthusiasm from Zero to 60 with "Drive Thru Finals with Chevy" GM Western Region Communications with Weber Shandwick


SPONSORSHIP

WINNER:
Discover and Burson-Marsteller: Delivering the Ultimate NHL Fan Experience
Discover Financial Services with Burson-Marsteller

FINALISTS:
Build Smart, Breathe Easier
Merck with Edelman

Martina McBride's Eleven Across America Tour
Amtrak with Euro RSCG Worldwide PR

Tic Tac "Shake, Share and Care" Campaign
Ferrero U.S.A. with MSLGROUP

Coca-Cola Mexican National Team Sponsorship
Coca-Cola with PBJS, the Creative Studio for MSLGROUP


TRADE SHOW

WINNER:
The Next Big Little Thing: A New Product Introduction That Stops Traffic
The Hershey Company with M Booth

FINALISTS:
LG Display Showcases Next Generation FPR 3D technology ar CES 2011
LG Display with Burson-Marsteller

Kongsberg Protech Systems: Own the Mission
Kongsberg Protech Systems with Edelman

Nintendo PR "Drives" Mario Kart 7 to a Whole New Dimension
Nintendo of America with GolinHarris

Latino Entertainment - American Attitude
Fox Hispanic Media with Jeffrey Group


MEDIA PLACEMENT (BROADCAST)

WINNER:
CBS Sunday Morning Show: Coming Home with the Fugee Family
Luma Mufleh – Fugees with Porter Novelli

FINALISTS:
Fighting Breast Cancer with the Power of Storytelling
Ford Motor Company Warriors in Pink and Team Detroit with Euro RSCG Worldwide PR

Lippe Taylor Secures LightSheer Duet Placement on The Doctors
Lumenis with Lippe Taylor Brand Communications

Pepto-Bismol Takes a Bigger Bite Out of Summer
Procter & Gamble (P&G) with MSLGROUP

ShopPR Secures John Paul DeJoria Interview on 20/20
John Paul Mitchell Systems with ShopPR


MEDIA PLACEMENT (DIGITAL)

WINNER:
Sweet Success
Moonstruck Chocolate Co. with Lane PR

FINALISTS:
Life'sDHA Inspires Americans to Keep Their Minds Beautiful
Life'sDHA, a brand of Nutritional Lipids/DSM Nutritional Products with Carmichael Lynch Spong

Sears Blue Blogger Crew @Consumer Electronics Show
Sears Holding Corp. with Euro RSCG Worldwide PR

Blurb: Celebrating the Self-Published Photographer
Blurb with Ogilvy Public Relations

The Future is Amazing
Microsoft Office Division with Waggener Edstrom Worldwide


MEDIA PLACEMENT (PRINT)

WINNER:
Lippe Taylor Lands David's Bridal on the Cover of The New York Times
David's Bridal with Lippe Taylor Brand Communications

FINALISTS:
Warroad to the White House
Marvin Windows and Doors with Fast Horse

Charmin's New York City Restrooms Featured in Wall Street Journal
Procter & Gamble with MSLGROUP

Owning the World's Greatest Opportunity
Siemens Corporation with Weber Shandwick

USA Today Article
Stevens Institute of Technology with Winning Strategies


RESEARCH FOR PUBLICITY

WINNER:
Trojan and Indiana University Hook-Up on Trailblazing Research Partnership
Church & Dwight/Trojan Brand Condoms with Edelman

FINALISTS:
Banfield Pet Hospital Reveals the State of Pet Health
Banfield Pet Hospital with Coyne Public Relations

An Innovative Client Survey
Troutman Sanders with Hellerman Baretz Communications

Tyson Know Hunger Research
Tyson Foods with Mitchell Communications Group

Fiserv Case-Shiller: A Breakthrough Year for Delivering Insights on Home Price Trends
Fiserv Case-Shiller with RF | Binder Partners


SPEECH OR BYLINED ARTICLE

WINNER:
A Long Way From Twigs and Urine - The Evolution of Teeth Whitening
Philips Oral Healthcare with Chandler Chicco Agency

FINALISTS:
Licensed to Sell
Beanstalk with Kwittken + Company

Tablets and Devices: A New Educational Frontier
McGraw Hill Education with RF | Binder Partners


ANNUAL REPORT

WINNER:
Vividly Showcasing a Health Care Giant's Success
UnitedHealth Group with Padilla Speer Beardsley

FINALISTS:
Transitions Optical 2010 Corporate Sustainability Report
Transitions Optical with Burson-Marsteller

Aimco Corporate Citizenship Report
Aimco with Singer Associates

Waggener Edstrom Worldwide 2010 Corporate Citizenship Report
Waggener Edstrom Worldwide

Report on Fannie Mae's Mission Activities
Fannie Mae


BLOG

WINNER:
"Think Science Now": Scientists-Turned Bloggers Enhance Pfizer's Reputation for Innovation
Pfizer

FINALISTS:
Colorfully, BEHR: Brightening Up the Blogosphere
BEHR with Burson-Marsteller

Giving Hope a Helping Hand
Hyundai Motor America with Finn Partners

BrighterLife.ca
Sun Life Financial with High Road Communications

Leading Businesses Into the 21st Century
DuPont Sustainable Solutions with Ogilvy Public Relations


EXTERNAL PUBLICATION

WINNER:
Finding the Soul of a Community
John S and James L Knight Foundation with Jeffrey Group

FINALISTS:
Crohn'sAdvocate: Connect. Educate. Empower
UCB with Biosector 2

Eye Didn't Know That! Activity Booklet: Making Eye Facts Fun
Transitions Optical with Burson-Marsteller

Telling a POWEFUL Story
GenOn Energy with Davies

Nursing Notes by Johnson & Johnson E-Newsletter
Johnson & Johnson with GCI Health


INTERNAL PUBLICATION

WINNER:
An Emblem of Excellence: Cunard Crest Newsletter
Cunard Line with GolinHarris

FINALISTS:
Nurturing a Culture of Like-Minded Achievement Addicts
Carmichael Lynch Spong

The Wilcon Trader Revisited: How Peppercom Helped Modernize a 60 Year-Old Tradition
Wilbur-Ellis with Peppercom

iolo insider: Four PR Awards and 21 Spots Higher on Best Places to Work in LA List
iolo technologies

FM Quarterly
Fannie Mae


SOCIAL MEDIA HUB

WINNER:
Road Warrior 2.0 - Hyatt Place Redefines the "Road Warrior"
Hyatt Place with Fleishman-Hillard

FINALISTS:
The Dell Listening and Command Center
Dell with (Zocalo Group)

Let's Talk Cost
Blue Cross and Blue Shield of North Carolina with Capstrat

Avon Voices
Avon with Rogers & Cowan

Redken Break Room
Redken 5th Avenue - L'Oréal USA


WEBSITE

WINNER:
The Adrenalist
Degree for Men with Weber Shandwick

FINALISTS:
Let's Talk Cost
Blue Cross and Blue Shield of North Carolina with Capstrat

IRS Free File - The "Less Taxing" Way to Prepare and e-File Federal Taxes
Internal Revenue Service (IRS) with Ogilvy Public Relations

CFChef Campaign - Abbott's Commitment to the CF Community
Abbott with Ruder Finn

Accenture Corporate Website Redesign
Accenture with VML/Omobono


ADVERTISING

WINNER:
I'm One
American Petroleum Institute (API) with Blue Advertising

FINALISTS:
Let's Talk Cost
Blue Cross and Blue Shield of North Carolina with Capstrat

Green Label Experience
Mountain Dew with Fuse

SOYJOY "Yo SOY" Hispanic Campaign
SOYJOY with Porter Novelli

FordAhead.com
Ford Motor Company with Proof Integrated Communications and Burson-Marsteller


PRODUCT PLACEMENT

WINNER:
Born to Explose TV Travels to Alberta Canada to Dig for Dinosaurs
Travel Alberta with Current


PUBLIC SERVICE ANNOUNCEMENT

WINNER:
Kids Kicking Cancer Public Service Announcement Campaign and Breath Brake Smartphone App Launch Kids Kicking Cancer with Chamberlain Healthcare Public Relations

FINALISTS:
Repaving Tobacco Road: Creating the First Tobacco-Free Generation in North Carolina
North Carolina Department of Health & Human Services with Capstrat

Get Back in Rhythm: A Public Service Announcement for Atrial Fibrillation Awareness for Sanofi US Sanofi US with Chandler Chicco Agency

UL Encourages Moms to Commit a Minute to Safety
UL (Underwriters Laboratories) with MSLGROUP

IRS Free File - The "Less Taxing" Way to Prepare and e-File Federal Taxes
Internal Revenue Service (IRS) with Ogilvy Public Relations


BRANDING AND IDENTITY

WINNER:
[email protected] Campaign
United Nations Foundation with APCO Worldwide

FINALISTS:
A World of Quality - Building a New Brand Positioning for ASQ
ASQ (The American Society for Quality) with Ogilvy Public Relations

Advancing the CFCareForward Scholarship Legacy
Abbott with Ruder Finn

Oink Outings: A Passion for Pork, From Farm to Fork
Minnesota Pork (Minnesota Pork Board, Minnesota Pork Producers Association) with Weber Shandwick

"Rock Center with Brian Williams" Launch Campaign
NBC News
 


GAME

WINNER:
Baskin-Robbins Flavor Creation Contest
Baskin-Robbins with Schneider Associates


INFOGRAPHIC

WINNER:
Sharecare Top 10 Influencer Engagement Program
Sharecare with WCG

FINALISTS:
Visualizing Trade: Leveraging Social Tools to Change Public Opinion
Business Roundtable with Edelman

The Dirt on Shop Towels: Industrial Manufacturing Comes Clean
Kimberly-Clark Professional with Schwartz MSL

Sharecare Top 10 Influencer Engagement Program
Sharecare with WCG

Got Milk? Flavored Milk Program
Milk Processor Education Program (MilkPEP) with Weber Shandwick

Webtrends and Zinio Roll Out the Red Carpet with Emmys Infographic
Webtrends and Zinio with Zeno Group


PRESS KIT

WINNER:
Jack Link's Ignites a Flavorful Fire Among Media
Jack Link's Beef Jerky with Carmichael Lynch Spong

FINALISTS:
Launching the World's Number One Ice Cream in the U.S.
Magnum Ice Cream (Unilever) with GolinHarris

NRG Solar Bowl Time Lapse Video
NRG Energy with Proof Integrated Communications, a Division of Burson-Marsteller



POSTER/CALENDAR/PHOTOGRAPHY

WINNER:
Life'sDHA Inspires Americans to Keep Their Minds Beautiful
Life'sDHA, a Brand of Nutritional Lipids/DSM Nutritional Products with Carmichael Lynch Spong

Comfort Specialists (TCS)
Trane with Carmichael Lynch Spong

National Center of Birth Defects & Development Disabilities: 10 Years of Service Reflections Photo Gallery
National Center of Birth Defects & Development Disabilities with Porter Novelli


TV FORMAT CREATION AND LICENSING

WINNER:
Remember Memorex? It's Back and Streaming Live
Memorex with Padilla Speer Beardsley


ANNUAL REPORT (DIGITAL)

WINNER:
Hormel Foods 2010 Corporate Responsibility Report
Hormel Foods with Burson-Marsteller and Proof Integrated Communications


DIGITAL PRESS KIT/DIGITAL PRESS OFFICE

WINNER:
Treasury Looks Back at 76 Years of Paper U.S. Savings Bonds: Digital Press Room
Bureau of the Public Debt U.S. Department of the Treasury with Weber Shandwick

FINALISTS:
All the News That's Fit to Share - BEHR Online Newsroom
BEHR with Burson-Marsteller

Making Medicine Smarter
Medco Health Solutions with Coyne Public Relations

Paylesslookbook.com
Payless ShoeSource with Mardi Larson

NRG Solar Bowl Time Lapse Video
NRG Energy with Proof Integrated Communications, a Division of Burson-Marsteller


INTERNAL PUBLICATION (DIGITAL)

WINNER:
10 Years later - Oppenheimer Funds Remembers 9/11
Oppenheimer Funds, Inc.

FINALISTS:
Raytheon (RTSC) Branding and Marketing Campaign
Raytheon with Proof Integtrated Communications and Burson-Marsteller

iolo insider: Four PR Awards and 21 Spots Higher on Best Places to Work in LA List
iolo technologies


PODCAST/WEBCAST

WINNER:
Ball National Can-It-Forward Day
Jarden Home Brands with 360 Public Relations

FINALISTS:
Untying the PurseStrings of America's Most Powerful Consumer
Carmichael Lynch Spong

Making Medicine Smarter: The $10 Million Archon Genomics X PRIZE presented by Medco
Medco Health Solutions with Coyne Public Relations

Jenny Craig New Brand Reveal
Jenny Craig with PMK-BNC

Seattle's Best Coffee Brings Custom Content to Facebook for the First Time
Seattle's Best Coffee with Zeno Group


VIRAL VIDEO

WINNER:
Head & Shoulders Mane Man Delivers Legendary Results by Scaring "Guy's Guys" All Over the World Head & Shoulders, a Procter & Gamble brand with Marina Maher Communications

FINALISTS:
Corning's "A Day Made of Glass" Goes Viral
Corning with Brodeur Partners

Pepto-Bismol Gives Cinco Parties Some Extra Ole
Procter & Gamble (P&G) with MSLGROUP

LG Text Ed: Face the Facts. Send the Message.
LG Mobile Phones with LG-One

Birds & Bees: The Real Story
EMD Serono with WCG


WIDGET OR MOBILE APPICATION

WINNER:
Mobilizing the Army Strong Story
U.S. Army with Weber Shandwick

FINALISTS:
Afib Educator for Sanofi US
Sanofi US with Chandler Chicco Agency

Gatorade Goes "Inside Endurance"
Gatorade with Fleishman-Hillard

Hot Spots: We Dig It!
Waggener Edstrom Worldwide

Sprint Combats Distracted Driving with Sprint Drive First Application
Sprint




EMPLOYEE PROGRAM

WINNER:
The Burson-Marsteller U.S. Diversity and Inclusion Council
Burson-Marsteller

FINALISTS:
It Takes a Mouse to Save a Fish
Poject Kaisei with Cohn & Wolfe

Never Ever: No Multi-Tasking While Driving Initiative
rbb Public Relations


PR AGENCY CITIZENSHIP

WINNER:
Gauging Our Global Corporate Citizenship: Doing What we Do for Clients for Ourselves
Edelman

FINALISTS:
KSR: A Business Commitment to Do the Right Thing
Ketchum

How Giving Back Drives Us Forward
Mitchell Communications Group

MWW: Making CSR Matter More
MWW Group

Porter Novelli Student Engagement: The TORCH Program - "Pass the TORCH"
The TORCH Program with Porter Novelli


PR AGENCY MARKETING

WINNER:
AFTF and PREVOLVE
GolinHarris

FINALISTS:
Launching a New Global PR Brand for the 21st Century…Introducing Citizen Relations
Citizen Relations

igniting gyro
gyro

Making MWW Matter More
MWW Group

Bylined Article Harvard Business Review
Schneider Associates


PR AGENCY WEBSITE

WINNER:
M Booth's New Agency Website
M Booth

FINALIST:
A Prevolved Website
GolinHarris


PR PRODUCT OF THE YEAR

WINNER:
MINDFIRE: Reimagining the Way Agencies Imagine
Ketchum

FINALISTS:
BlogLevel and TweetLevel
Edelman

We Have Seen the Future, and It Is Now (and Next)
Euro RSCG Worldwide PR

Healthy Choice Progressive Coupon Offer Drives Sales and Online Engagement
ConAgra Foods/Healthy Choice with Ketchum

Activate Your Influential Fans via Insider Circle
Ogilvy Public Relations Worldwide


PR SERVICE OF THE YEAR

WINNER:
The Bridge
GolinHarris

FINALISTS:
Fan Experience: Bringing Fandom to the Forefront
Burson-Marsteller

Launching Cone Entertainment Marketing
Cone Communications

Paylesslookbook.com
Payless ShoeSource with Mardi Larson Communications

Porter Novelli Radar
Porter Novelli


THOUGT LEADERSHIP IN PR

WINNER:
Building an Army of Entrepreneurs to Jumpstart Growth
CJP Communications

FINALISTS:
Communicating Critical Events: CEO Transitions and the Risk to Enterprise Value
FTI Consulting

Elevating Internal Communications as a Must-Have Business Tool
The Grossman Group

The Experience Effect
Jim Joseph

Bylined Article Harvard Business Review
Schneider Associates

 

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