The 2016 Insight + Innovation SABRE Awards North America Shortlist
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The 2016 Insight + Innovation SABRE Awards North America Shortlist

The In2 SABRE Awards dinner will be held at the Park Central Hotel in San Francisco on the evening of February 16.

Holmes Report

The 2016 Insight + Innovation SABRE Awards North America Shortlist

The Innovation + Insights (In2) SABRE Awards celebrates the rise of content, digital engagement and analytics as it applies to communications and PR. This year's awards in North America were judged by industry experts from companies, including Salesforce, Xero, RedPoint Ventures, Intel, among many others.

The judges read through hundreds of entries to decide upon these finalists and winners. T
he winners will be unveiled at the awards dinner, taking place at the Park Central San Francisco on the evening of February 16.

The dinner will come at the culmination of the action-packed 
Innovation Summit that will bring together experts in data and analytics, brand storytelling and content creation. 


Buy your tickets to the Innovation Summit & In2 SABRE Awards here.


EXPERIENTIAL MARKETING

LIVE EVENTS

Blue Moon's Artfully Crafted Anniversary
Blue Moon Brewing Company with Olson Engage

Fitbit IPO
Fitbit

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

Krylon 127 Yard Sale
Krylon with DeVries

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

DIGITAL PROMOS AND ACTIVATIONS

#WatchingPaintDry
Glidden Paint with Racepoint

The Glenlivet Single Cask: Squadron 70
Glenlivet with Hill+Knowlton Strategies

Helping GODIVA Win Valentine’s Day with a Male-Focused Playbook
GODIVA with M Booth

Hunger Free Summer Tell-A-Thon
ConAgra Foods with Ketchum

McDonald’s Brings Back Hamburglar
McDonald's USA with Golin

SPONSORSHIPS

Allstate March Mayhem
Allstate Insurance with Taylor

Krylon 127 Yard Sale
Krylon with DeVries Global

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

Maytag Hits a Home Run with Major League Baseball
Maytag with Ketchum

Putting Spirited Creativity on Tap for Sales + Charity with Negroni Week
Campari with M Booth

TRADE SHOWS AND AWARDS*

Winner: 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

Introducing 210 Colors to Elevate One Brand
Pantone with Kwittken

Flu + You
Sanofi Pasteur and National Council on Aging with W2O Group

Marshawn Lynch Answers the Call of Duty
Activision with PMK*BNC

The Teddy Bear Campaign: Powering Comfort for Military Kids
Duracell with Citizen Relations

USAToday.com Feature Delivers Big for Online Grocer­
Peapod with 360PR

BROADCAST MEDIA (EARNED)

Air Wick Shows How Home is In the Air
Air Wick with Lippe Taylor

Big G; Big Changes; Big Results
General Mills with Ketchum

DQ Cupid Cake
Dairy Queen with Crossroads

Expedia, Airplane Etiquette Study­
Expedia with HL Group

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

Flu + You
Sanofi Pasteur and National Council on Aging with W2O Group

HP Matter: The Idea Economy
HP with Interfuse Communications

"Look, Mom…It's #PrettyGreat Travel Hacks"
Hilton Worldwide with Ketchum

Straight Outta Compton: The NWA Story
Universal Pictures with H+M Communications

The MillerCoors Tasting Room­
MillerCoors with Olson Engage

CREATION OF PERSUASIVE CONTENT

Beyond the Driving Test­
Michelin with Ketchum

Dignity Health Turns a Sponsorship into a Kindness Movement­
Dignity Health with Allison+Partners

Guns With History­
States United To Prevent Gun Violence with Grey New York

Strayer Success Project
Strayer University with Ogilvy Public Relations

Subaru Drives Home the Shocking Need for Pet Safety­
Subaru with MWW

CONTENT CREATION FOR MEDIA SITES

Marshawn Lynch's  Press Conference
Skittles with Olson Engage

Oscar Mayer's FRIQ­
Oscar Mayer with Olson Engage

Strayer Success Project
Strayer University with Ogilvy Public Relations

Terminix Exterminates Pop Culture
Terminix with Olson Engage

Trulia Scares Up Halloween Buzz­
Trulia with Olson Engage

SPONSORED AND PAID MEDIA

SPONSORED CONTENT/NATIVE ADVERTISING

City of Fremont Embraces Tenets of Journalism in Telling Its Story
City of Fremont with The Hoffman Agency

The Idea Economy
HP with Interfuse Communications

Pirate’s Booty Sets Sail on “The Rachael Ray Show”
Pirate's Booty with Havas PR

INFLUENCER ENDORSEMENTS AND PRODUCT PLACEMENT

Bratz Rock Celebrity Emmy Night Fashions
Bratz with Konnect Public Relations

Easy Cheese Ultimate Challenge
Mondelez International with Hunter Public Relations

Finding the "Joy" in Band-Aid Brand and First Aid Kits
Band-Aid with RF Binder

Marshawn Lynch Answers The Call of Duty­
Activision with PMK*BNC

Marshawn Lynch's Press Conference
Skittles with Olson Engage

MEDIA PARTNERSHIP*

Winner: Welcome to Co.llaborate Detroit
Microsoft with Cohn & Wolfe

SOCIAL GOOD + PUBLIC SERVICE

Beyond the Driving Test
Michelin with Ketchum

Brain Health Registry­
Brain Health Registry with LCI

Flu + You­
Sanofi Pasteur and National Council on Aging with W2O Group

Hunger Free Summer Tell-A-Thon
ConAgra Foods with Ketchum

The Healthy Mouth Movement­
Aspen Dental with Ketchum

ONLINE ADVERTISING*

We Connect the World
Airlines for America with Subject Matter

SOCIAL MEDIA AND COMMUNIITY MANAGEMENT

BEST USE OF FACEBOOK

#ModernIT Social Campaign
BMC Software with Eastwick

Allstate's Ride for Awareness
Allstate with Taylor

Blue Moon's Artfully Crafted Anniversary
Blue Moon with Olson Engage

Cardinal Health Empowers Nurses through Rnspire
Cardinal Health with Fahlgren Mortine

Walkers Shortbread Gets Sweet on Facebook
Walkers Shortbread with 360PR

BEST USE OF TWITTER

#DanceBreak
Degree Women with Weber Shandwick

Head & Shoulders Connects with Consumers in Real-Time on Twitter
Procter & Gamble with Marina Maher Communications

Our Food. Your Questions.
McDonald's with Golin

Patrón Tequila - #SimplyPerfect Social
Patrón Tequila with Golin

Volvo Interception
Volvo with  Grey Activation & PR, WE Communications and Mindshare

BEST USE OF LINKEDIN*

Winner: From Scratching the Surface to Setting the Standard­
ZixCorp  with The Hoffman Agency

BEST USE OF TUMBLR, VINE, PINTEREST, SNAPCHAT OR INSTAGRAM

Brooks #thankyourunning Ignites a Global Gratitude Movement
Brooks Running with M Booth

Hack in Black­
Activision with Edelman

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

Rinse. Recycle. Reimagine.
Unilever with Weber Shandwick

Using the Instagram Grid to Inspire, Educate and Invite Exploration
Land O'Lakes with Exponent  

BEST USE OF BLOGGING

#FrenchsSweetAndSpicy IRM Campaign
French's Food Company with MSLGROUP

Constructing the Skanska USA Blog
Skanska USA with InkHouse

Endicia Blog Proves If You Tell the "Right" Stories, Readers Will Come
Endicia with The Hoffman Agency

The Richmond Standard: A Community-Driven News Source in Richmond, Calif.
Chevron with Singer Associates

Wendy's Salads: Seeing is Believing
Wendy's with Ketchum

SOCIAL MEDIA COLLECTIVE

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

Always #LikeAGirl, Unstoppable
Always with MSLGROUP

Helping GODIVA Win Valentine’s Day with a Male-Focused Playbook
GODIVA with M Booth

IEEE: Building an Internet of Engineers
IEEE with Finn Partners

Terminix Exterminates Pop Culture
Termix with Olson Engage

CROWD-SOURCING, CO-CREATING

#thankyourunning Ignites a Global Gratitude Movement
Brooks Running with M Booth

Goodness Circle Ambassador Program
Tom's of Maine with Cohn & Wolfe

Logitech PX57
Logitech with Praytell

Ready. Raise. Rise. Empowering People to Support Cancer Research
Bristol-Myers Squibb with Ogilvy Public Relations

Wendy's Baconator: Pure Beef. Real Bacon.
Wendy's with Ketchum

REAL-TIME ENGAGEMENT

Debuting Optic White’s #BrilliantSmile & #BrilliantStyle on the CMA Awards 2014 Red Carpet­
Colgate Optic White with Cohn & Wolfe

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

Hunger Free Summer Tell-A-Thon
ConAgra with Ketchum

Marshawn Lynch's Press Conference
Skittles with Olson Engage

Tear Jerker: Kleenex Care Hands ‘Parenthood’ Fans a Tissue for Final Episode
Kleenex Brand with Ketchum 

GAMIFICATION

120 Ways NY is Wild
Wildlife Conservation Society with Edelman Digital

Citi Fitness Challenge
Citi with Ruder Finn

T Cells Attack
Genentech with Weber Shandwick

MEME*

Winner: Breaking Builds
Cloud Bees with PAN Communications

 

BRAND CONTENT AND CREATIVITY

BRANDED NARRATIVES 

Evangelizing Invention: The General Electric Content Ecosystem
GE with Group SJR

Locally Crafted
Windstream with Kwittken

Netflix:  It's OK to Spoil
Netflix with MSLGROUP

Tabasco Brand Video Series
McIlhenny Company with Hunter Public Relations

Wishes for Baby
Fisher Price with Weber Shandwick

BRAND DIGITAL PLATFORMS — TECHNICAL

Dell's Annual Report to Customers
Dell with PPR Worldwide

Dignity Health Turns a Sponsorship into a Kindness Movement
Dignity Health with Allison+Partners

KAYAK 2015 Travel Hacker Guide
KAYAK with Text100

Toyota "Share the Journey"­
Toyota with Golin

What is Brain Health?
HHS Administration for Community Living with Ogilvy Public Relations

ILLUSTRATIONS AND PHOTOGRAPHY

Canon Bring It In
Canon USA with GREY Global Group

Goodbye Recipes, Hello Content
Reynolds with Olson Engage

Oscar Mayer's Hot Durkey
Oscar Mayer with Olson Engage

Pudding Gets its Close Up on Instagram
Kozy Shack with Exponent

Samsung Forces of Fashion LookBook
Samsung with DeVries Global

DIGITAL VIDEO

Beyond the Driving Test
Michelin with Ketchum

Marshawn Lynch's Press Conference
Skittles with Olson Engage

Stuff Business People Say
Avaya with FleishmanHillard

Trulia Scares Up Halloween Buzz
Trulia with Olson Engage

Welcome to Co.llaborate Detroit
Microsoft Devices with Cohn & Wolfe

ANIMATION VIDEO*

Winner: Reaching Moms in a Fun and Creative Way
Kimberly Clark with Ogilvy Public Relations

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

IDENTITY/BRANDING

Blue Moon's Artfully Crafted Anniversary
Blue Moon with Olson Engage

Oscar Mayer's FRIQ
Oscar Mayer with Olson Engage

Ribera y Rueda: Si What's Next
Ribera y Rueda Wines

Samsung Forces of Fashion LookBook
Samsung with DeVries Global

Shoo the Flu, Oakland
Shoo the Flu, Oakland with Racepoint Global

DIGITAL NEWSROOMS*

WinnerGenentech's Newsroom Raises Bar at ASCO, Again
Genentech with Weber Shandwick and FleishmanHilllard 

ANALYTICS + INSIGHTS

SEO/CONTENT DISTRIBUTION

Connecting Content with KPIs
Mozilla with Ogilvy Public Relations

Endicia Strives To Defend Its Crown
Endicia with The Hoffman Agency

Exposure and Analytics
Print Syndicate and SHIFT Communications

HP Matter: The Idea Economy
HP with Interfuse Communications

HP Video Analysis
HP with Porter Novelli 

USE OF SOCIAL MEDIA OR ANALYTICS FOR AUDIENCE INSIGHTS OR INFLUENCER TARGETING

Connecting Content to KPIs: Defining a Data-Driven Strategy
Mozilla Firefox with Ogilvy Public Relations

Nothing Can Be Perfect
Crystal Geyser - Tejava with W2O Group

Using Advanced Social Listening Techniques to Understand the Dandruff Conversation
Head & Shoulders (Proctor & Gamble) with Marina Maher Communications

ORIGINAL/COMMISSIONED RESEARCH FOR PR

BeCause It Matters”: A Global Conscientiousness Message
Havas PR Global Collective

Defining a Digital Leader
Elevating Bank of America’s Industry Leadership Through Exploration of Consumer Mobility Trends—Bank of America with Burson-Marsteller

Dell Commissions Global Scorecard to Empower Women Entrepreneurs
Dell with PPR Worldwide

It's OK to Spoil
Netflix with MSLGROUP

Snack on This: Research Delivers Big for Online Grocer
Peapod with 360PR

MARKETING TECHNOLOGY

Bayer CropScience Sonar Dashboard
Bayer CropScience with Porter Novelli

Burson Tools
Burson-Marsteller

The Content Capsule
NextWorks

FieldFacts: Software for the Accountability Economy
Racepoint Global

Socialgraphics: A Behavioral Approach to Audience Discovery and Analysis
W2O Group

MEASUREMENT, POST-CAMPAIGN ANALYSIS*

WinnerConnecting Content to KPIs: Defining a Data-Driven Strategy
Mozilla Firefox with Ogilvy Public Relations

AGENCY SPOTLIGHT

BEST AGENCY BLOG/EDITORIAL PLATFORM

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

“The Gastronomical We: What Our Food Says About Our Culture”
Havas PR North America

March Communications Finds an Authentic Voice on a New Platform with Hacks and Flacks Podcast
March Communications

One Foot in the Future: Inklings Blog
InkHouse

Praytell Blog
Praytell

BEST LIVE EVENT — AGENCY
Winner: SXW2O Events
W2O Group

Runner up: Muse—Klick

BEST AGENCY WEBSITE*
Praytell

 

SPECIAL CAMPAIGNS

BEST USE OF INNOVATIVE CHANNELS-CORPORATE/B2B

#Trending: Raising the Bar 
VMware with Lewis Pulse

Forging 'One' Johnson Controls
Johnson Controls with Ketchum

HP Matter: The Idea Economy
HP with Interfuse Communications

Lenovo ThinkPad P Series Launch
Lenovo with Capstrat

Missing the Mark
The Economist Group with Peppercomm

BEST USE OF INNOVATIVE CHANNELS-CONSUMER

Beyond the Driving Test
Michelin with Ketchum

Get Real: Rallying Around The Truth About Milk
Milk Processor Education Program with Weber Shandwick

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

Host Beautifully
Stella Artois and 3PM Agency (Weber Shandwick and PMK*BNC)

Marshawn Lynch's Press Conference
Skittles with Olson Engage

BEST USE OF INNOVATIVE CHANNELS-HEALTHCARE

Dignity Health Turns a Sponsorship into a Kindness Movement
Dignity Health with Allison+Partners

Merck for Mothers
Merck for Mothers with Marina Maher Communications

STEPS Forward
American Medical Association with Klick Health

Turbo & Scott Addresses Challenges for Teens/Young Adults
Novartis with Ruder Finn

Voices of Meningitis
Sanofi Pasteur with Biosector 2

BEST USE OF INNOVATIVE CHANNELS-FINANCIAL SERVICES*

Winner: John Hancock with Vitality Launch­
John Hancock with Weber Shandwick

BEST USE OF INNOVATIVE CHANNELS-NONPROFIT

100 LIVES
100 Lives with Edelman

A Global Collaboration Wins the Day for Climate Science
United Nations Foundation with Havas PR

African American Community to Step Up and Save Lives
Be The Match with PadillaCRT

Inside the Newsroom
PRSA

Lights… Camera… Inclusion!
Special Olympics International with Burson-Marsteller

BEST USE OF INNOVATIVE CHANNELS-GOVERNMENT/PUBLIC AFFAIRS

City of Fremont Embraces Tenets of Journalism
City of Fremont with The Hoffman Agency

Coalition for Medicare Choices
America's Health Insurance Plans (AHIP) with Purple Strategies

From Tragedy to Transformation
City of San Bruno with Singer Associates

Campaign to Defeat the Proposed Golden State Warriors’ Arena in Mission Bay
Mission Bay Alliance with Singer Associates

What is Brain Health?
HHS Administration for Community Living with Ogilvy Public Relations

BEST USE OF INNOVATIVE CHANNELS-TECHNOLOGY

Launching from Stealth in an Overcrowded Industry
Hedvig with Bhava Communications

Samsung Forces of Fashion Program
Samsung with DeVries Global

Skype Translator: Breaking Down Barriers One Language At a Time
Microsoft with WE

Stuff Business People Say
Avaya with FleishmanHillard

Tapping Global Brainpower to Design Better Appliances
GE Appliances' FirstBuild with M Booth

BEST USE OF INNOVATIVE CHANNELS-INTERNAL COMMUNICATIONS

Exelon Communications Assessment
Exelon with Reputation Partners

Forging “One” Johnson Controls
Johnson Controls with Ketchum

Long Live Life Awards
Novartis with Ruder Finn

BEST USE OF INNOVATIVE CHANNELS-LEAN MARKETING

African American Community to Step Up and Save Lives
Be The Match with PadillaCRT

City of Fremont Embraces Tenets of Journalism 
City of Fremont with The Hoffman Agency

Introducing the Nautilus Fitness IQ Survey
Nautilus with The Hoffman Agency

BEST USE OF INNOVATIVE CHANNELS-MICROMARKETING*

Winner: Belize Joins Tinder
Belize Tourism Board with Olson Engage

NEW TO MARKET

NEW COMPANY TO MARKET

Fitbit IPO
Fitbit

The L16: Bringing New Light to Photography
Light with Inner Circle Labs

Tapping Global Brainpower to Design Better Appliances
GE Appliances' FirstBuild with M Booth

NEW PRODUCT

Best Buy Launches Wedding Registry
Best Buy with WCG

Crafted
Häagen Dazs with Interfuse/Ketchum Sports & Entertainment

Find Your SOLS
SOLS with SHIFT Communications

The L16: Bringing New Light to Photography
Light with Inner Circle Labs

“Swimming In Ink”
Epson America with Walt & Company and Burson-Marsteller

INNOVATION EXCELLENCE

MOST INNOVATIVE AGENCY INITIATIVE

Day One at One
Kwittken

The Golin Unternship
Golin

H+K Promotes Work/Life Blend
Hill+Knowlton Strategies

Radiator
Praytell

Rebranded Eastwick
Eastwick

MOST INNOVATIVE BRAND/AGENCY COLLABORATION

Better Together: Unconventional Idea Drives Exponential Exposure
athenahealth with ReviveHealth

Head & Shoulders Connects with Consumers in Real-Time on Twitter
Head & Shoulders (Procter & Gamble) with Marina Maher Communications

The Most Beautiful Harvest
Ocean Spray Cranberries with Weber Shandwick

Putting Spirited Creativity on Tap for Sales + Charity with Negroni Week
Campiri with M Booth


BEST IN SHOW 
The winners from each category automatically become candidates for Best in Show, presented at the awards dinner on February 16.  


*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. 
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