SABRE Awards EMEA 2017 Winners | Holmes Report
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2017 SABRE Awards EMEA Winners

The 2017 EMEA SABRE Awards winners were selected from among more than 2,400 entries in this year's competition, which recognizes Superior Achievement in Branding, Reputation and Engagement. The campaigns were evaluated by a jury including more than 40 industry leaders.

The winners were announced at our annual awards dinner, held at the Roundhouse in London on May 23.

PLATINUM SABRE AWARD FOR BEST IN SHOW

„Mein Kampf – gegen Rechts“—Gesicht Zeigen! Für ein weltoffenes Deutschland e.V. with Ogilvy Public Relations GmbH

Finalists
In Search of the UAE's Unluckiest Traveler—RSA with Edelman UAE
eBay Adopts L'Aquila—eBay Italy with APCO Worldwiderk
PLAYMOBIL: Setting Engagement Targets Ablaze with London Fire Brigade—PLAYMOBIL UK with OneChocolate
The Swedish Number—Svenska Turistföreningen with Cohn & Wolfe Stockholm AB

DIAMOND SABRE AWARDS

COMPANY OF THE YEAR            
Building McDonald’s UK’s Reputation as a Responsible and Respected Business—McDonald's UK with

BRAND-BUILDING                        

The adidas Women “Workout Series” —adidas LDN Newsroom with Hope&Glory

REPUTATION MANAGEMENT                 
In Search of the UAE's Unluckiest Traveler—RSA with Edelman UAE

RESEARCH AND PLANNING                     
#ParallelBarking—Vauxhall with Weber Shandwick

MEASUREMENT AND EVALUATION                     
The Magic of Mobile Tickets—Trainline with Tin Man

GOLD SABRE AWARDS

GEOGRAPHIC CATEGORIES

AFRICA
SA Tomorrow—Johannesburg Stock Exchange with Hill+Knowlton Strategies

THE BALKANS                
Energy Library—CEZ Vanzare with Rogalski Damaschin PR

THE BALTIC                    
Safe at Work Coalition—CWS-boco with Fleishman-Hillard sp. z o.o.

BENELUX                        
Why Microsoft and a Boyband Pranked Dutch Youth—Microsoft with Progress Communications

DACH                
„Mein Kampf – gegen Rechts“—Gesicht Zeigen! Für ein weltoffenes Deutschland e.V. with Ogilvy Public Relations GmbH

CENTRAL EASTERN EUROPE                     

The Autism Simulator—SPOSA Bratislava with Seesame s.r.o.

FRANCE            
This Cob is Amazing!—French corn/maize industry bodies (AGPM, FNPSMS, Gnis) with BURSON-MARSTELLER I&E

IBERIA              
First IBM Cognitive Menu in Spain—IBM with Text100

MEDITERRANEAN                       
#LetsputOnyourHead—UNHCR with INC - Istituto Nazionale per la Comunicazione Srl

MIDDLE EAST                
Infiniti Speed Pitching—Infiniti with Four Communications

NORDICS                        
The Language Barrier—The Norwegian Red Cross with Try Advertising Agency

RUSSIA AND THE CIS                 
Russia Is ŠKODA Country—ŠKODA Russia with Ketchum Maslov

TURKEY            
Melek & Serhat Series—Novartis Turkey with Communication Partner

UK (SMALL BUDGET)                  
The Magic of Mobile Tickets—Trainline with Tin Man

UK MID BUDGET                         
Zookeeper Zoe Eye Check Storybook—Boots Opticians with Red Consultancy

UK AND IRELAND (LARGE BUDGET)                     
The Year of the Fix for Direct Line from Unity—Direct Line with Unity

MULTI-COUNTRY PROGRAMME             
The Truck Driver's Mother—The Norwegian Labour Inspection Authority / The social partners within the Norwegian transportation sector with Geelmuyden Kiese

PAN-EUROPEAN PROGRAMME               

Croatia - Out of Office Award—Croatian National Tourist Board with Grayling Austria GmbH, Grayling Croatia and Grayling Germany

GLOBAL PROGRAMME               
The Swedish Number—Svenska Turistföreningen with Cohn & Wolfe Stockholm AB

GOLD SABRE

PRACTICE AREAS

BUSINESS-TO-BUSINESS
HOW ALMONDS BECAME EUROPE’S NUMBER ONE NUT—Almond Board of California with Porter Novelli London

CONSUMER MARKETING (EXISTING PRODUCT)               
In Search of the UAE's Unluckiest Traveler—RSA with Edelman UAE

CONSUMER MARKETING (NEW PRODUCT)                      
Launching IQOS and Helping the Tobacco Giant Quit Smoking—Philip Morris International with Pagefield Communications

INTEGRATED MARKETING                       
Shame or Glory—SodaStream Intl, Ltd.

INSTITUTIONAL IMAGE              
The Next Rembrandt—Microsoft with Progress Communications

EMPLOYEE COMMUNICATIONS              
360 Degree-Campaign That Put the Heart Into Communication—Moscow Exchange with Comunica

EMPLOYER BRANDING               
Multi-Generational Working by McDonald’s UK—McDonald's UK with Teneo Blue Rubicon

EXECUTIVE COMMUNICATIONS             
Good Advice from Young Minds—Statoil ASA with TRY and IUM Norway

FINANCIAL COMMUNICATIONS              
I'm More Than My Debt—KRUK Romania with MSLGROUP The Practice

CAUSE-RELATED MARKETING                 
eBay Adopts L'Aquila—eBay Italy with APCO Worldwide

COMMUNITY RELATIONS                        
Jointly Chartering New Territory – Early Participation in Germany's Largest Electricity Grid Project—TenneT TSO GmbH with navos - Public Dialogue Consultants GmbH

CORPORATE SOCIAL RESPONSIBILITY                   
The Friendship Breakfast—TINE SA with JCP

PUBLIC EDUCATION                   
#BetterThanThat—Polish Cultural Institute with APCO Worldwide

CRISIS MANAGEMENT               
Saving Importer's Reputation in Dieselgate—D'Ieteren with Interel Belgium

ISSUES MANAGEMENT              
Making Nuclear Necessary—Rosatom with Instinctif Partners

PUBLIC AFFAIRS            
Hands Off of My Insurance! —SLASPO (Slovak Insurance Association) with Seesame, s.r.o.

CORPORATE MEDIA RELATIONS             
From Fat to Fuel - The World's 1st Christmas Diesel—Finnish Chemical Industry, Neste, K-Group, Lassila & Tikanoja, Rinki, Honkajoki, Rural Women’s Advisory Organisation, Finnish Water Utilities Association, Finnish Environmental Industries with Miltton

PRODUCT MEDIA RELATIONS (CONSUMER)                     
Astounding the Front Row at London Fashion Week with Crocs—Crocs with FleishmanHillard Fishburn

PRODUCT MEDIA RELATIONS (TRADE)                
Get a Job in 24 Hours—CornerJob with Allison+Partners

DIGITAL CAMPAIGN                   
momondo - The DNA Journey—momondo with momondo A/S

SOCIAL MEDIA               

HIGH FIVE TO TEAM RUSSIA—Yandex

BLOGGER OUTREACH                
Lubyatovo Helps Kids With All Your Heart—Kellogg’s/ Lubyatovo with FleishmanHillard Vanguard

INFLUENCER MARKETING                       
#BrutalCut—ActionAid UK with Weber Shandwick

GUERRILLA MARKETING            
SOCIAL CRIME SHOPPING—eBay Corporate Services GmbH with achtung! GmbH

PUBLICITY STUNT                       
Sky.P.A.­—Innis & Gunn with Manifest LDN

SPECIAL EVENT               

Campaign: Supermarket C-Suite - Google Takes Retailers Back to the Floor—G Suite with Man Bites Dog

SPONSORSHIP               
PLAYMOBIL: Setting Engagement Targets Ablaze with London Fire Brigade—PLAYMOBIL UK with OneChocolate

TRADE SHOW                
World Premiere Mercedes-Benz E-Class - The First Car Seating 450 People—Daimler AG with Oliver Schrott Kommunikation GmbH

MARKETING TO MEN                 
Make Time For It—Meantime Brewing with Hope&Glory

MARKETING TO WOMEN                        
Avon's #Don'tWaitDrive: Take Your Mother for a Doctor's Check-Up—Avon with FleishmanHillard Vanguard

MARKETING TO YOUTH             
Daron – The Quest for Knowledge—Norad - Norwegian Agency for Development Cooperation with Gambit Hill + Knowlton Strategies

MULTICULTURAL MARKETING                
Sports Swedish for Immigrants—Svenska Spel with Jung Relations

GOLD SABRE

INDUSTRY SECTORS
AUTOMOTIVE               

Dacia Family Project—Renault – Dacia with MSLGROUP- Publicis Consultants Italia

FASHION AND BEAUTY               

The Explorer—ALFA Sko AS with PR-operatørene AS

FOOD AND BEVERAGE                

Spare Chair Sunday—Bisto with Weber Shandwick

HOME AND FURNISHINGS                        

Ariel Care Centre for Clothes—P&G with Graffiti PR

ENTERTAINMENT                        

CZECH RUGBY LIVES!—Czech Rugby Association with PR.Konektor

FINANCIAL SERVICES                   

You Can't Work Forever—OTP Voluntary Pension Fund with Café PR Kft

FOOD SERVICE               

Quality Made in Spain—McDonald's with apple tree communications

RETAILERS                       

The Dining Club—IKEA with Hope&Glory

TRAVEL AND TOURISM               

Nerd Against Nature—The Norwegian Trekking Association with Geelmuyden Kiese AS

ENERGY AND NATURAL RESOURCES                     
Make Denmark Greener—DONG Energy with Hill+Knowlton Strategies

CHEMICALS AND INDUSTRIALS                

a-ha - Eternalized by Hydro in Virtual Reality—Norwegian Hydro with Burson-Marsteller Oslo

PROFESSIONAL SERVICES                         

Europe's Refugee Crisis: The Journey of Hero Norway—Hero Norway with Geelmuyden Kiese AS     

REAL ESTATE AND CONSTRUCTION                      

The Repiping Project that Renovated the Industry—Fira Palvelut with Drum Communication Ltd.

TRANSPORTATION AND LOGISTICS                       

The Pride Flag Stamp—PostNord with MSLGROUP Stockholm

CONSUMER ELECTRONICS                        

Cubetto : A World Record Kickstarter Created by a Low Budget PR Campaign.—Primo Toys with Common Industry

TECHNOLOGY (HARDWARE)                    

One Ramadan—Huawei CBG with Memac Ogilvy Public Relations

TECHNOLOGY SOFTWARE AND SERVICES                          

Meal for Geeks (Jedlo pre Ajťákov)—T-Systems Slovakia with AC&C Public Relations

TELECOMMUNICATIONS                          

Empowering the People Through Debate on Digitalisation—Telefónica Deutschland

WEB-BASED BUSINESS                

eBay Adopts L'Aquila—eBay Italy with APCO Worldwide

ANIMAL CARE                

Drontal & Advantage - The Inseparables—Bayer Animal Health with Pegasus

CONSUMER HEALTH                   

RB & LIONS HEALTH INNOVATION HACK—RB (RECKITT BENCKISER) with Virgo Health

HEALTHCARE PROVIDERS                         

What Would You Take from Your Home in the Event of an Emergency?—santalucía with LLORENTE & CUECA S.L.

MEDICAL TECHNOLOGY              

Health Tech Innovation for People with Dementia—CRDL with Porter Novelli

PHARMACEUTICAL RX                 

Manversation—Bayer with Cohn & Wolfe

ASSOCIATIONS              
Makers Wanted—Bavarian Crafts Association with Ketchum Pleon GmbH

EDUCATIONAL CULTURAL INSTITUTIONS             

When the Ravann Make Its Way to the Notation System—ABAIM with Blast Burson-Marsteller

GOVERNMENT AGENCIES                         

The Enlightenment Trail: The World's Most Beautiful Night Trek—Norad - Norwegian Agency for Development Cooperation with Gambit Hill + Knowlton Strategies

NOT FOR PROFIT                         

„Mein Kampf – gegen Rechts“—Gesicht Zeigen! Für ein weltoffenes Deutschland e.V. with Ogilvy Public Relations GmbH