IN2SABRE Awards North America 2017 Winners

Golin took home top honors at the 2017 IN2SABRE Awards for its work with McDonald's on 'All Day Breakfast' at the gala held at the W Hotel in Chicago.

IN2SABRE judges praised the work for "turning a menu change into a movement." The big win comes after a record number of Innovation SABRE Award entries. Best in Show was presented as a countdown among the top five winners of the night (listed below, including a full list of winners for the night). 

Best In Show #1
'All Day Breakfast'
McDonald's with Golin

Best In Show #2
The World's Largest Blind Taste Test
Kraft Macaroni & Cheese with Olson Engage

Best In Show #3
COVERGIRL Challenge Industry Norms with First Male Spokesperson
COVERGIRL with Marina Maher Communications 

Best in Show #4
Pantene Dad-Do: Fostering the Next Generation of Strong Women
Pantene with DeVries Global

Best in Show #5 
Flybabies
JetBlue Airways with MullenLowe

EXPERIENTIAL MARKETING

LIVE EVENTS 
U by Kotex Brings Women’s Ideas to Life via The Period Projects, Opens World’s First and Only Period Shop
U by Kotex/Kimberly-Clark with Marina Maher Communication 

DIGITAL PROMOS & ACTIVATIONS
Ball® Canning Helps Consumers Tackle Food 
Ball® Canning with 360PR+

SPONSORSHIPS
Arby's and Andrew "Beef" Johnston 
Arby's with Edelman 

TRADE SHOWS & AWARDS
Simple Swab, Shorter Stay – Take a Swipe at Antibiotic Resistance
Clorox Healthcare with Ketchum

EARNED MEDIA

DIGITAL AND TRADITIONAL MEDIA - PRINT (Earned)
The World's Largest Blind Taste Test
Kraft Macaroni & Cheese with Olson Engage 

DIGITAL AND TRADITIONAL MEDIA - BROADCAST (Earned)
Pantene Dad-Do: Fostering the Next Generation of Strong Women
Pantene with DeVries Global 

PRODUCT REVIEWS (Earned)
Building BLOCKS’ Profile
ROLI with Max Borges Agency 

EARNED MEDIA WITH  INFLUENCERS + COMMUNITIES (Earned)
Nexon America's LawBreakers
Nexon America with Wonacott Communications

CREATION OF PERSUASIVE CONTENT
Excedrin Presents The Migraine Experience
GSK Excedrin with Weber Shandwick 

CONTENT CREATION FOR MEDIA SITES (Earned)
When a Baby Dies
Children's Minnesota with Weber Shandwick 

DIGITAL NEWSROOMS
Barilla's Listening Room Gives Voice To Entire Category
Barilla with Edelman Chicago 

SPONSORED & PAID MEDIA

CONTENT CREATION FOR MEDIA SITES (Paid)
What is Brain Health?
U.S. Department of Health and Human Services, Administration of Community Living with Ogilvy PR

INFLUENCER ENDORSEMENTS + PAID/UNPAID PRODUCT PLACEMENT
COVERGIRL Challenge Industry Norms with First Male Spokesperson
COVERGIRL with Marina Maher Communications 

MEDIA PARTNERSHIP  
Dove Love Your Curls Emojis
Unilever - Dove Hair with Edelman 

SEO/CONTENT DISTRIBUTION (PAID + ORGANIC)
Sony Music Site Now Hits the Right Notes
Sony with the Hoffman Agency 

DIGITAL MARKETING/ADVERTISING
Answering a Mom's Cry for Help
Colief Infant Digestive Aid with RLA Collective

SOCIAL MEDIA & COMMUNITY MANAGEMENT

BEST USE OF INTEGRATED SOCIAL MEDIA
#IHatetheWait
Airlines for America with JDA Frontline

BEST USE OF FACEBOOK, TWITTER OR LINKEDIN
McDonald’s: All Day Breakfast
McDonald's with Golin 

BEST USE OF YOUTUBE, FACEBOOK VIDEO OR VIMEO 
Going Supernova: Achieving #1 in the Doll Category
Moose Toys with MWWPR

BEST USE OF TUMBLR, VINE, PINTEREST, SNAPCHAT OR INSTAGRAM
Tumblr Delivers Massive Impact To Multi-year Pasta Category Effort 
Barilla with Edelman 

BEST USE OF BLOGS
LinkedIn Engineering Blog
LinkedIn with Bulleit Group

CROWDSOURCING & CO-CREATING
America's Diabetes Challenge
Merck with GCI Health

REAL-TIME ENGAGEMENT
Creating #Cupfusion
The Hershey Company with Ketchum

MEME
The Jim Beam Apple Watch
Jim Beam Apple with Olson Engage

GAMIFICATION/USER-GENERATED CONTESTS
The I'm Feeling Lucky Experience presented by Google Store
Google with FleishmanHillard 

BRAND CONTENT & CREATIVITY 

INTEGRATED BRAND NARRATIVES
Bernzomatic Torch Bearers
Bernzomatic with Zeno Group

DIGITAL BRAND PLATFORMS
Wrangler Network
Wrangler with French/West/Vaughn 

BRAND VIDEOS
Flybabies 
JetBlue Airways with MullenLowe

BRAND ANIMATION VIDEOS
Disney Consumer Products and Interactive Media + Star Wars Superfans Go Rogue to Launch New Toy Line 
The Walt Disney Company

ILLUSTRATIONS + PHOTOGRAPHY
Marvel x Garage
Disney Consumer Products and Interactive Media

AUDIO: PODCASTS + MUSIC
The Deal With Yield
WinField with Exponent PR

Hacks and Flacks: Charting a Path for PR Podcasts with Unfiltered, Engaging Content
March Communications and Hacks & Flacks

IDENTITY BRANDING
Peace Corps: Inspiring New Generations
The Peace Corps with Ogilvy PR 

SOCIAL GOOD + PUBLIC SERVICE 
Whirlpool Care Counts Program
Whirlpool with Ketchum 

ANALYTICS + INSIGHTS

USE OF SOCIAL MEDIA OR ANALYTICS FOR AUDIENCE INSIGHTS OR INFLUENCER TARGETING
Using Advanced Social Listening to Uncover Relevant Purchase Barriers and Micro-Moments in Order to Unearth Audience Insights and Create a Targeted Campaign Engagement Strategy
Procter & Gamble/Head & Shoulders with Marina Maher Communications 

ORIGINAL/COMMISSIONED RESEARCH FOR PR
Pet-Friendly Workplace PAWrometer
Banfield Pet Hospital with H+K Strategies

MEASUREMENT, POST-CAMPAIGN ANALYSIS
Be the solution
Businessolver with Edelman Chicago 

MARKETING TECHNOLOGY
CEI: Connect. Engage. Influence.
JMRConnect

AGENCY SPOTLIGHT

BEST AGENCY MARKETING
Micro-tribes and the Future of Marketing
M Booth 

BEST AGENCY DISRUPTION - TOOLS & TACTICS
How Slack’s AOR runs an email-free PR firm
Rsquared Communication

BEST AGENCY BLOG, EDITORIAL, COMMUNICATIONS PLATFORM
Let Go & Lead
Gagen MacDonald

BEST USE OF SOCIAL MEDIA - AGENCY
Conversation 2 Commerce
MSLGroup

BEST LIVE EVENT — AGENCY
2016 SXW2O
The W2O Group

SPECIAL CAMPAIGNS

BEST USE OF SOCIAL MEDIA/DIGITAL ENGAGEMENT ACROSS SECTORS
CORPORATE/B2B
Simple Swab, Shorter Stay – Take a Swipe at Antibiotic Resistance
Clorox Healthcare with Ketchum

CONSUMER GOODS
#WhatTheFlush
Niagara Conservation with PadillaCRT

HEALTHCARE
Driving Crowd-Sourced Cancer Innovation to Change Lives and Build Leadership: The Astellas Oncology C3 Prize
Astellas Oncology with Spectrum 

FINANCIAL SERVICES/INSURANCE

CHARITY/NONPROFIT
Producing a Global Event for Pope Francis
The Stem for Life Foundation with Allison + Partners 

GOVERNMENT/PUBLIC AFFAIRS/LOBBYING
ReThink: Why Housing Matters - Challenging Misperceptions of Public Housing
HAI Group Inc. with Cone

TECHNOLOGY
Binge Watching to Victory: How to break a world record and launch CyberLink’s PowerDVD to mainstream audiences
CyberLink with Diffusion 

EMPLOYEE ENGAGEMENT
The Astellas Way
Astellas America Gagen MacDonald

LEAN MARKETING 
America’s Sweatiest Cities by Honeywell Fans
Honeywell Fans with 360PR+

MICRO MARKETING
Blast Motion Knocks New Partnership Out of the Park
Blast Motion with Greenroom PR

NEW TO MARKET

NEW COMPANY TO MARKET
Taking Tourism to New Heights: Launching OUE Skyspace LA
OUE Skyspace with Ogilvy PR 

NEW PRODUCT TO MARKET 
Redefining NARCAN — A Life-Saving Medication
Adapt Pharma with Ketchum

INNOVATION EXCELLENCE 

MOST INNOVATIVE AGENCY INITIATIVE
Striving for a Healthy Work/Life Blend at GroundFloor Media
GroundFloor Media 

MOST INNOVATIVE BRAND MARKETING/COMMUNICATIONS TEAM
Coming Clean with Cottonelle
Kimberly-Clark, Cottonelle

MOST INNOVATIVE BRAND/AGENCY COLLABORATION
Colgate Encourages Consumers to Save Water
Colgate with Cohn & Wolfe