SAN FRANCISCO — Marshawn Lynch's  Press Conference (Skittles with Olson Engage) took home top Best in Show honors at the 3rd Innovation SABRE Awards North America, last night. 

Judges awarded the campaign top marks for its "excellent business metrics" and for "not shying away from controversy — instead embracing with solid results." The Best in Show finalists were presented in a Top 5 countdown, selected from the evening's winners across all categories.

The In2 SABRE Award finalists were selected from nearly 400 entries across all categories by a jury of in-house and agency PR leaders. More than 200 PR professionals attended the gala held at the Park Central Hotel in San Francisco. A full list of winners below.

BEST IN SHOW COUNTDOWN – TOP 5 COUNTDOWN 

#5
Let's Laugh About Sex—We-Vibe with M Booth

#4
Guns With History¬—States United To Prevent Gun Violence with Grey New York

#3
Beyond the Driving Test—Michelin with Ketchum

#2
The Most Beautiful Harvest—Ocean Spray Cranberries with Weber Shandwick 

 #1
Marshawn Lynch's  Press Conference—Skittles with Olson Engage


EXPERIENTIAL MARKETING

LIVE EVENTS
FitBit IPO—FitBit 

DIGITAL PROMOS AND ACTIVATIONS
Helping GODIVA Win Valentine’s Day with a Male-Focused Playbook—GODIVA with M Booth 

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

TRADE SHOWS AND AWARDS
Labeled a Success: Avery Dennison Virtual Trade Show Makes Big Impact—Avery Dennison Label and Packaging Materials with Fahlgren Mortine


EARNED MEDIA

PRINT/DIGITAL MEDIA
USAToday.com Feature Delivers Big for Online Grocer¬—Peapod with 360PR

BROADCAST MEDIA (EARNED)
Pin a Meal. Give a Meal: Turning a Mission into a Movement to Help Fight Hunger—Land O'Lakes with Exponent.

NON-JOURNALIST INFLUENCERS + COMMUNITIES
Straight Outta Compton: The NWA Story—Universal Pictures with H+M Communications

CREATION OF PERSUASIVE CONTENT
Guns With History¬—States United To Prevent Gun Violence with Grey New York

CONTENT CREATION FOR MEDIA SITES 
Marshawn Lynch's  Press Conference—Skittles with Olson Engage

SPONSORED AND PAID MEDIA

SPONSORED CONTENT/NATIVE ADVERTISING
Pirate’s Booty Sets Sail on “The Rachael Ray Show”—Pirate's Booty with Havas PR

INFLUENCER ENDORSEMENTS AND PRODUCT PLACEMENT
Marshawn Lynch's Press Conference—Skittles with Olson Engage

MEDIA PARTNERSHIP 
Welcome to Co.llaborate Detroit—Microsoft with Cohn & Wolfe

SOCIAL GOOD + PUBLIC SERVICE 
The Healthy Mouth Movement¬—Aspen Dental with Ketchum

ONLINE ADVERTISING 
We Connect the World—Airlines for America with Subject Matter

AGENCY SPOTLIGHT

BEST AGENCY BLOG/EDITORIAL PLATFORM
“The Gastronomical We: What Our Food Says About Our Culture”—Havas PR North America

BEST LIVE EVENT — AGENCY
SXW2O Events—W2O Group

BEST AGENCY WEBSITE
Praytell 

SOCIAL MEDIA AND COMMUNIITY MANAGEMENT

BEST USE OF FACEBOOK
Allstate's Ride for Awareness—Allstate with Taylor

BEST USE OF TWITTER
Volvo Interception—Volvo with Grey Activation & PR, WE Communications and Mindshare

BEST USE OF LINKEDIN
From Scratching the Surface to Setting the Standard¬—ZixCorp  with The Hoffman Agency

BEST USE OF TUMBLR, VINE, PINTEREST, SNAPCHAT OR INSTAGRAM
Hack in Black—Activision with Edelman & AKQA

BEST USE OF BLOGGING
Endicia Blog Proves If You Tell the "Right" Stories, Readers Will Come—Endicia with The Hoffman Agency

SOCIAL MEDIA COLLECTIVE
#GivingTuesday—92nd Street Y and the United Nations Foundation with Havas PR North America

CROWD-SOURCING, CO-CREATING
Logitech PX57—Logitech with Praytell

REAL-TIME ENGAGEMENT
Growing the Pope’s Flock: How One Hashtag United The Church—United States Conference of Catholic Bishops with Golin

GAMIFICATION
120 Ways NY is Wild—Wildlife Conservation Society with Edelman Digital

MEME
Breaking Builds—Cloud Bees with PAN Communications

BRAND CONTENT AND CREATIVITY

BRANDED NARRATIVES  
Tabasco Brand Video Series—McIlhenny Company with Hunter Public Relations

BRAND DIGITAL PLATFORMS — TECHNICAL
KAYAK 2015 Travel Hacker Guide—KAYAK with Text100

ILLUSTRATIONS AND PHOTOGRAPHY
Samsung Forces of Fashion LookBook—Samsung with DeVries Global

DIGITAL VIDEO
Beyond the Driving Test—Michelin with Ketchum

ANIMATION VIDEO
Reaching Moms in a Fun and Creative Way—Kimberly Clark with Ogilvy Public Relations

IDENTITY/BRANDING
Blue Moon's Artfully Crafted Anniversary—Blue Moon with Olson Engage

DIGITAL NEWSROOMS
Genentech's Newsroom Raises Bar at ASCO, Again—Genentech with Weber Shandwick and FleishmanHillard

ANALYTICS + INSIGHTS

SEO/CONTENT DISTRIBUTION 
Endicia Strives To Defend Its Crown—Endicia with The Hoffman Agency

USE OF SOCIAL MEDIA OR ANALYTICS FOR AUDIENCE INSIGHTS OR INFLUENCER TARGETING
Nothing Can Be Perfect—Crystal Geyser - Tejava with W2O Group

ORIGINAL/COMMISSIONED RESEARCH FOR PR
Dell Commissions Global Scorecard to Empower Women Entrepreneurs—Dell with PPR Worldwide

MEASUREMENT, POST-CAMPAIGN ANALYSIS
Connecting Content to KPIs: Defining a Data-Driven Strategy—Mozilla Firefox with Ogilvy Public Relations

MARKETING TECHNOLOGY
The Content Capsule—NextWorks

NEW TO MARKET

NEW COMPANY TO MARKET
The L16: Bringing New Light to Photography—Light with Inner Circle Labs

NEW PRODUCT
Crafted—Häagen Dazs with Interfuse/Ketchum Sports & Entertainment

SPECIAL CAMPAIGNS

BEST USE OF INNOVATIVE CHANNELS-CORPORATE/B2B
Forging 'One' Johnson Controls—Johnson Controls with Ketchum

BEST USE OF INNOVATIVE CHANNELS-CONSUMER
H&R Block Takes the Sticker Shock Out of the ACA—H&R Block with Ketchum

BEST USE OF INNOVATIVE CHANNELS-HEALTHCARE
Dignity Health Turns a Sponsorship into a Kindness Movement—Dignity Health with Allison+Partners

BEST USE OF INNOVATIVE CHANNELS-FINANCIAL SERVICES
John Hancock with Vitality Launch¬—John Hancock with Weber Shandwick

BEST USE OF INNOVATIVE CHANNELS-NONPROFIT 
Lights… Camera… Inclusion!—Special Olympics International with Burson-Marsteller 

BEST USE OF INNOVATIVE CHANNELS-INTERNAL COMMUNICATIONS
Forging “One” Johnson Controls—Johnson Controls with Ketchum

BEST USE OF INNOVATIVE CHANNELS-GOVERNMENT/PUBLIC AFFAIRS
What is Brain Health?—HHS Administration for Community Living with Ogilvy Public Relations

BEST USE OF INNOVATIVE CHANNELS-TECHNOLOGY
Tapping Global Brainpower to Design Better Appliances—GE Applicances' FirstBuild with M Booth

BEST USE OF INNOVATIVE CHANNELS-LEAN MARKETING
African American Community to Step Up and Save Lives—Be The Match withPadillaCRT

BEST USE OF INNOVATIVE CHANNELS-MICROMARKETING 
Belize Joins Tinder—Belize Tourism Board with Olson Engage

INNOVATION EXCELLENCE

MOST INNOVATIVE AGENCY INITIATIVE
Hill+Knowlton Strategies Promotes Work-Life Blend with H+K Outside: Kids Initiative—Hill+Knowlton Strategies

MOST INNOVATIVE BRAND/AGENCY COLLABORATION
The Most Beautiful Harvest—Ocean Spray Cranberries with Weber Shandwick 

BUSINESS VALUE AWARD

Autodesk: Driving Business Value through Social Media

Autodesk with WCG