2019 North America IN2 SABRE Awards Winners | Holmes Report
Charting the future of public relations

The 2019 Innovation SABRE Awards — North America Winners 


Best In Show #1

#RepresentLove
Tinder with M Booth

Judges: “Didn’t consider a Tinder a driver of social change, until now— ‘isn’t it time emoji represented all love?’ points to an issue many didn’t even know existed.”


Best In Show #2

How an unknown startup went against tech favorite: Elon Musk
Thor Trucks with The Bulleit Group

Judges: “This was a true excellence of lean marketing and scrappy promotion that had a huge impact on the business by looking at what competitors are doing and what's happening in the market.”


Best In Show #3

Prescribed to Death
National Safety Council with Ketchum, Energy BBDO, m ss ng p eces, The Mill, Flare, PHD

Judges: “Chilling, powerful visual that confronts America’s opioid epidemic by humanizing the devastating effects of the crisis.” 


Best in Show #4
Exclusive the Rainbow
Skittles with ICF Next

Judges: “Found a way for Skittles to be as high-profile as previous Super Bowl years — without shelling out $5million to run a spot at the game.”


EXPERIENTIAL MARKETING

Best in Live Events
Milking My Ladies: Launching the Elvie Pump—Elvie with SourceCode

Best in Digital Promo & Activation

#RepresentLove—Tinder with M Booth

Best in Sponsorships

Taste the Gold: Hershey’s Shares Olympic Gold Platform—The Hershey Company with Ketchum

Best in Trade Shows & Awards

Beauty gets ugly: Chainsaws and soldiers at CES—FOREO with GreenRoom PR Agency

EARNED MEDIA

Best in Digital/Print Consumer Media (Earned)
Exclusive the Rainbow—Skittles with ICF Next

Best in Digital/Print B2B Media (Earned)

Bringing Life-Altering Med-Tech to National Attention—INSIGHTEC with Red Lorry Yellow Lorry

Best in Broadcast Media (Earned)

Helzberg Diamonds Breaks the Rules of Engagement—Helzberg Diamonds with Carmichael Lynch Relate

Best in Product Reviews (Earned)

Retro Pitch Hits Emotional Touch Point with Reviewers—Nautilus Inc. with The Hoffman Agency

Best Earned Media with Influencers + Communities

Influencers Take to the Skies and Go #UPINTHEFINNAIR—Finnair with Zapwater Communications, Inc.

Best Persuasive Content

Feel More: Redefining Masculinity by Destigmatizing Masturbation Around the World—TENGA with Burson Cohn & Wolfe

Best Content Creation for Media Sites (Earned)
JIM, The First Smart Decanter—Jim Beam with ICF Next

SPONSORED & PAID MEDIA

Best Content Creation for Media Sites (Paid)
Welcome to the Water Revolution—Niagara Conservation with Padilla

Best Influencer Programs + Endorsements (Paid)

Colgate Saves Water, Builds Business and Slows GHG Emissions—Colgate-Palmolive with BCW

Best Media Partnership

Challenging Perceptions to Change the Future of Food—Land O'Lakes with Exponent PR, Colle McVoy 

Best Seo/Content Distribution Program (Paid + Organic)

Fremont Website Takes Holistic Approach to SEO—City of Fremont with The Hoffman Agency

Best in Digital Marketing/Advertising

Taste is Blind: How Arla Got Consumers to Care About an Upstart Cream Cheese—Arla with Carmichael Lynch Relate

SOCIAL MEDIA & COMMUNITY MANAGEMENT

Best Use of Integrated Social Media
#RepresentLove—Tinder with M Booth

Best Use of Social Networks

Mayochup—Heinz with ICF Next

Best Use of Video Networks

Hilton Declares Affordable Suites for All—Embassy, Homewood and Home2 Suites by Hilton with GSDM and rbb Communications

Best Use of Photo Networks 
Winner: Celebrating Equal Parts Cocktails, Charity and Creativity for Negroni Week 2018—Campari with M Booth

Best Use of Blogs

Calling in the Experts: Answers for Tough Questions on the Farm—Cenex with Exponent PR

Best in Crowdsourcing & Co-creating

Champions of Science: The Art of Ending Stigma—Janssen Pharmaceutical Companies of Johnson & Johnson

Best in Real-time Engagement

Kit Kat Love Story—Kit Kat with Ketchum

Best Meme/Viral Campaign
Mayochup—Heinz with ICF Next

Best Use of Gamification/User-Generated Contests
Outrageous Fans Outrageous Product = Outrageous Launch—Reese's with Ketchum

BRAND CONTENT & CREATIVITY

Best in Brand Narratives
Prosocial: Changing the Conversation Around 13 Reasons Why—Netflix with Zeno Group

Best in Digital Brand Platform
Alizila—Alibaba Group

Best in Brand Film/Video

Today's All-American Family and Unconscious Bias—HP with Edelman

Best in Brand Animation

Explanimators Video Series—Microsoft with Microsoft Story Labs

 

Best Use of Illustrations + Photography
Creating an Unlikely Water Hero—Scotts Miracle-Gro with Zeno Group

Best in Audio: Podcasts + Music
Two Scientists Walk Into a Bar, a podcast for the scientist (in all of us)—Genentech, a member of the Roche Group with Weber Shandwick

Best in Identity Branding

Barefoot Wines Creates Parody Music Group, the Slay Team—Barefoot with MWWPR

Best in Social Good + Public Service

Prescribed to Death—National Safety Council with Ketchum, Energy BBDO, m ss ng p eces, The Mill, Flare, PHD

ANALYTICS + INSIGHTS

Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting
Conoco Launches “Choose Go”—Phillips 66/Conoco with Carmichael Lynch Relate

Best Use of Original/Commissioned Research for PR
Clean is the Beginning—Clorox with Ketchum

Best in Measurement, Post-Campaign Analysis

Development of the Hypatia Gravity Score to Measure  Media Impact—Hypatia with Lippe Taylor

Best in Marketing Technology

W2O's Search Magic 8-Ball: Using Search Analytics to Map Intent and Drive PESO Activation—W2O

AGENCY SPOTLIGHT
Best Agency Marketing

Creating Cultures of Empowerment: Have Her Back—Golin

Best Agency Disruption - Tools & Tactics

Meet Q: AI Powered Community Management—Weber Shandwick

Best Agency Blog, Editorial, Communications Platform

W2O Integrated Thought Leadership—W2O

Best Live Event - Agency

W2O – Joining Forces with SXSW Interactive 2018 to Provide Client Value—W2O

SPECIAL CAMPAIGNS
Corporate/B2b

Teaching Chefs to Go Whole Hog for Prosciutto di Parma—Consorzio del Prosciutto di Parma with Padilla

Consumer

Exclusive the Rainbow—Skittles with ICF Next

Healthcare

Champions of Science: The Art of Ending Stigma—Janssen Pharmaceutical Companies of Johnson & Johnson

Financial Sector
Mental Health & The Finance Advice Relationship—Bridgehouse Asset Managers

Social Good/Non-profit

More Powerful Together: Shining a New Light on the HeForShe Movement and Gender Equality—United Nations HeForShe Movement with FleishmanHillard New York

Government/Public Affairs/Lobbying

The Patients Are Waiting: How HARPA Will Change Lives Now—Suzanne Wright Foundation with Ketchum


Technology

#RepresentLove—Tinder with M Booth

Employee Engagement

Opportunities & Challenges Animation Series—Merck with Gagen MacDonald

Crisis Management 

From “S.O.S” to “Bienvenidos”: Puerto Rico Asks Media To #CoverTheProgress—Discover Puerto Rico with Ketchum

 

Lean Marketing
How an unknown startup went against tech favorite: Elon Musk—Thor Trucks with The Bulleit Group

Micro Marketing

The Hot-Cheetos Turkey—Reynolds with ICF Next

Best New Company Launch

How an unknown startup went against tech favorite: Elon Musk—Thor Trucks with The Bulleit Group

Best New Product Launch

The Day IHOP Flipped the Script—IHOP with PR Agency: DeVries Global/Creative: Droga5 /Media Buying: Initiative/ Social Media: MRM/McCann /POP: Barkley US


INNOVATION EXCELLENCE
Most Innovative Project - University/College Level

W2O’s Center for Social Commerce—W2O

Most Innovative Agency Initiative
Creating Cultures of Empowerment: Have Her Back—Golin

Most Innovative Marketing/Communications Professional - Agency
Adam Ritchie, Principal—Adam Ritchie Brand Direction


Most Innovative Marketing/Communications Professional -Brand
Catherine Hernandez Blades, Chief Brand and Communications Officer at Aflac 

Most Innovative Business Leader 

Rose Marcario, CEO Patagonia