2022 SABRE Awards North America Winners

The 2022 North American SABRE Awards, which recognizes Superior Achievement in Branding Reputation and Engagement, were announced at the first live SABRE Awards ceremony since 2019 on May 4 2022. Also honoured were the Agencies of the Year and Best Agencies to Work For.

PLATINUM SABRE AWARD FOR BEST IN SHOW

Winner:

Covid-19 Public Awareness Campaign — State of New Jersey Department of Health with Kivvit

Finalists:
2. Ford F-150 Lightning Reveal — Ford Motor Company with Imagination & Wieden+Kennedy
3. Boards of Change — City of Chicago and When We All Vote with Current Global & FCB
4. Claiming New Spaces for People Living with Disabilities — Genentech with Syneos Health Public Relations
5. Midol No Apologies Period — Midol & Bayer with twelvenote

Diamond SABRE Awards

Company of the Year

• A Data-Driven Reputation Strategy for America’s Largest Brewer — Anheuser-Busch with Kivvit

The SABRE Award for Superior Achievement in Brand-Building

• Krispy Kreme Sweet Support for Covid-19 Vaccinations — Krispy Kreme Doughnuts with FleishmanHillard

The SABRE Award for Superior Achievement in Reputation Management

• Bospar Messes With Texas — Bospar

The SABRE Award for Superior Achievement in Research and Planning

• Covid-19 Public Awareness Campaign — State of New Jersey Department of Health with Kivvit

The SABRE Award for Superior Achievement in Measurement and Evaluation

• A Data-Driven Reputation Strategy for America’s Largest Brewer — Anheuser-Busch with Kivvit

Gold SABRE Awards

Industry Sector

Consumer Goods

Automotive

• It's Time to Let Go — Cadillac with Weber Shandwick

Fashion & Beauty

• The Kendra Scott Mother’s Day Personal Time Off Fund — Kendra Scott with Small Girls PR

Food & Beverage

• Go for the Handful — Goldfish with MSL, Saatchi & Saatchi

Home & Furniture

• Mattress Firm Un-Junk Your Sleep Truck Tour — Mattress Firm with Golin

Consumer Products

• Bright Beginnings — Pampers with MSL

Consumer Services

Entertainment

• Reinventing Live Sports for the Digital Age — Fan Controlled Football with Finn Partners

Financial Services

• The Strivers Initiative — Mastercard with Ketchum, McCann, Carat

Food Service (including restaurants)

• Super Wendy's World — Wendy's with Ketchum, VMLY&R and Spark Foundry

Retailers

• Addressing the Gender Gap in Sports — Dick's Sporting Goods with 160over90 and VMLY&R

Travel & Tourism

• Under a Rock — Hotels.com with ICF Next

Business-to-Business

Chemicals & Industrials

• Telling the Good-News Story about a Climate Friendly Agriculture Giant — Syngenta Group with Method Communications

Professional Service Firms

• Emphasis on Empathy - EY 2021 Empathy in Business Survey — Ernst & Young US with M Booth

Real Estate & Construction

• Annual Roof Deployment Project Exceeds Goal of Helping its 300th Veteran — Owens Corning with Coyne PR

Transportation & Logistics

• AI platform can save nearly two billion tons of carbon emissions per year — Airspace Intelligence with The Bulleit Group

Technology

Consumer Electronics

• Ford F-150 Lightning Reveal — Ford Motor Company with Imagination & Wieden+Kennedy

Technology: Hardware

• Making a Splash During Prime Day Lets BioBidet Flush Out the Competition — BioBidet with Bospar

Technology: Software & Services

• Human and Machine: NFTs and The Ever-Evolving World of Art — Tezos with Huge, Blokhaus

Telecommunications

• Bridging the Digital Divide — America’s Broadband Future and Broadband Equity for All coalitions with ROKK Solutions

E-Commerce

• JOE-M-G! Expedia Invites Anxious Travelers to Hold a Replica of Joe Jonas’s Hand — Expedia with Zeno Group

Healthcare

Animal Care

• Showing up for homeless pets — Mars Petcare with Edelman

Consumer Health

• Game Over for Headaches — Excedrin by GSK Consumer Health with Weber Shandwick

CBD and Cannabis Products

• Advocating for the power and truth of medical cannabis in Texas — Texas Original Compassionate Cultivation with Red Fan Communications

Healthcare Providers

• Get Ahead of Stroke — Society of NeuroInterventional Surgery with BCW, Direct Impact

Medical Technology

• Bringing a Conversation About Diabetes to One of the World’s Biggest Stages — Dexcom with Allison+Partners

Pharmaceutical: Rx

• Claiming New Spaces for People Living with Disabilities — Genentech with Syneos Health Public Relations

Non-Corporate

Associations

• Careers of the Future — Next Generation Manufacturing Canada with Proof Strategies cairns oneil, Makers and Art & Science

Educational & Cultural Institutions

• My Pandemic Story — Royal Ontario Museum with No Fixed Address

Government Agencies

• Vaccinate WA Young Adult Campaign — Washington State Department of Health with C+C

Not-For-Profit Organizations

• Unspoken Curriculum — The Boris Lawrence Henson Foundation with Edelman

International

Global Campaign

• Famous Orders - “The BTS Meal” — McDonald’s with The Narrative Group, Wieden+Kennedy

Multimarket Campaign

• Sailing from historic industry shutdown to the global restart of cruising — Carnival Corporation with LDWW

Canadian Campaign

• Happy Birthday, Twitter — Canadian Centre for Child Protection with No Fixed Address

Practice Area

Marketing Communications

Business-To-Business Marketing

• The Pharma Brandemic: Identifying the Seismic Shift that Will Change Healthcare Marketing Forever — M Booth Health

Consumer Marketing (Existing Product)

• Bodequality — Old Navy with The Martin Agency, Alison Brod Marketing + Communications

Consumer Marketing (New Product)

• True Name — Mastercard with Ketchum

Inclusive Marketing

• What happens when great minds don’t think alike? — EY

Integrated Marketing

• Be that Someone — Canadian Red Cross with Proof Strategies, Capital-Image, cairns oneil and Makers

Corporate Reputation

Institutional Image

• Fundamentally transforming PepsiCo’s business through pep+ (PepsiCo Positive) — PepsiCo with Ketchum

Employee Communications

• Harnessing Colleague Pride — Pfizer with M Booth, INVNT Group

Employer Branding

• Chipotle Mexican Grill x Discord Career Fair — Chipotle Mexican Grill with Day One Agency

Executive Leadership

• Leveraging a Change in Leadership to Achieve a Better Future, Faster — Philip Morris International

Capital Markets Communications

• Capital Markets Day — Ford Motor Company with Civic

Engaging Society

Cause-Related Marketing

• Boards of Change — City of Chicago and When We All Vote with Current Global & FCB

Community Relations

• "Sounds of Progress" — Jake's House with Edelman Canada

Corporate Social Responsibility

• Big Sean, HBCU Students and Ally Teach Kids Money Lessons in Minecraft — Ally Financial with Tier One Partners

Public Education (Non-Covid-19)

• Ugly Truths Holiday Sweaters — Canadian Mental Health Association with Citizen Relations

Public Education (Covid-19)

• The Historic Biopharma Industry Pledge to #StandWithScience on Coronavirus Vaccines — Pfizer with Real Chemistry

Advocacy

Crisis Management

• Communications and legal support for State of Minnesota v. Derek Michael Chauvin — Office of Minnesota Attorney General with Finsbury Glover Hering

Issues Management

• The Great Grape-Nuts Shortage of 2021 — Post Consumer Brands with Carmichael Lynch Relate

Public Affairs

• The Facebook Whistleblower — Frances Haugen with Bryson Gillette

Media Relations

Corporate Media Relations

• From “Floating Petri Dish” to “Safer than Main Street” - Navigating the Pandemic, Regaining Trust and a Healthy Return to Sailing — Royal Caribbean Group with Weber Shandwick

Product Media Relations (consumer media)

• IHOP Milkshake Monday — IHOP with DeVries Global

Product Media Relations (trade media)

• Bospar Takes Unistellar To New Heights — Unistellar with Bospar

Digital and Social Media

Digital Campaign

• Happy Birthday, Twitter — Canadian Centre for Child Protection with No Fixed Address

Social Media/Social Networking Campaign

• Midol No Apologies Period — Midol & Bayer with twelvenote

Influencer Marketing

• #StayStrongTogether fueled by 'got milk?' — California Milk Processor Board with ROX United

Branded Journalism

• The 3M State of Science Index: Shattering Stereotypes with "Not the Science Type" — 3M with Ketchum, Generous Films, and Passion Point Collective

Word Of Mouth

• “Have You Ever Put Butter on Pop-Tarts?” — Kellogg's with Weber Shandwick

Experiential

Publicity Stunt

• 7-Eleven Gamers' Paradise — 7-Eleven with M Booth

Special Event

• A Night of Lowemance — Lowe's Home Improvement with FleishmanHillard

Sponsorship

• Iceman to Canton — Coors Light with ICF Next & Alma

Trade Show

• Navigating Virtual Trade Shows as a New Normal Post-Covid — Updox with ARPR

Specialist Audience

Marketing to Men

• Huddle Up: Let's Talk Obesity — Novo Nordisk and NFL Alumni Association with FleishmanHillard

Marketing to Women

• BIC’s Gold Medal Shave — BIC with MikeWorldWide

Marketing to Youth

• Tampax Gets a (Social) Makeover — Tampax with MSL

Multicultural Marketing

• A Love Letter to Black America from America’s Black Doctors and Nurses — Black Coalition Against Covid-19 with Real Chemistry

Silver SABRE Awards

PR Agency Employee Program

• Juice & Beyond: Driving Inclusivity at Weber Shandwick — Weber Shandwick

PR Agency Citizenship

• Small Girls PR University Presents B.E.S.T. — Small Girls PR

PR Agency Marketing

• Time to Face the Influencer Pay Gap — MSL

Thought Leadership In PR

• Accessible By Design — Current Global