SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

SAP, a software company, created Diversity in the Streets, which saw street artists paint portraits on walls in countries across Latin America to show the importance of diversity.

Case Study

Getty Images, a visual media company, increased its brand awareness in Brazil, Mexico, Colombia, Argentina and Chile through a multi-faceted press campaign.

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HBO, a cable television company, promoted its Game of Thrones finale in Argentina by launching fan festivals and influencer partnerships to represent the series.

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The League Against Cancer, an institution that promotes the prevention of cancer, encouraged men in Peru to get checked for penile, prostate and testicular cancer by launching a campaign on Instagram that manipulated its famous love heart reaction.

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Enel Green Power, an energy-generating company, increased favourability in Mexico by constructing solar and wind farms to educate and engage key opinion leaders.

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The International Congress of Mathematicians, a mathematician conference, held its first conference in Rio, Brazil, and managed the PR crisis of medal theft and a fire in the venue through the launch of a new conference and a press conference.

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BiP (Believe in People), an anonymous North American graffiti artist, promoted itself in Brazil by creating a special mural for the Brazilian community, which was promoted though an event.

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Repretel, a Costa Rican television channel, increased awareness during its presidential debate by launching a tool that allowed Costa Ricans to analyse non-verbal communications of the speakers, as they answered their questions.

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Axalta, a leading global manufacturer of automotive paint, grew its digital presence and connected with auto repair shops and refinish painters through an educational monthly video series.

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Camargo Corrêa Infra, the major construction division of Brazilian conglomerate Camargo Corrêa, reversed negative perceptions of the brand after it was involved in a scandal through a redesign of its website and communications.

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Adidas, a sportswear brand, engaged the running community in Brazil by launching a street running event designed by urban artists and filming it as part of an online documentary.

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The Mexican Association of Wind Energy (AMDEE), a company that promotes the generation and development of wind energy in Mexico, improved its perception among Mexicans by launching a series of initiatives that helped people prepare for and deal with natural disasters.

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Airbnb, an online marketplace for homestays, inspired Mexicans to explore their country's culture by hosting a competition to access old homes and museums of famous artists.

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Booking.com, a travel fare aggregator website, raised brand awareness in Mexico by launching accommodation based on the Day of the Dead, to encourage booking of trips within Mexico on its site.

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Happn, a dating app, increased use of its app in Brazil by launching 12 unique activations that differentiated it from the competition, including involvement with International Women's Day and a partnership with Nike.

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Reinserta, a charity that fights for the rights of children living in prison, encouraged the implementation of the National Law of Criminal Enforcement in Mexico to protect children growing up inside prisons.

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Victoria, a Mexican beer brand, promoted local traditions by celebrating Day of the Dead through a short film that portrayed the origins of the celebration in Mexico.

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Pan American Energy, an oil and gas exploration and production company, encouraged the training of nurses in Argentina by launching an education program for nursing services.

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Youth Building the Future, a social inclusion program, promoted its program in Mexico by creating information guides and brochures to provide necessary information for people interested in signing up.

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Absolut, a vodka brand owned by Pernod Ricard, launched a limited-edition bottle on a global level called “A Drop of Love” to highlight its role in creating social change and promoting equality in Peru.

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Airfox, a blockchain financial services provider, launched a PR campaign and money management workshops in schools to create interest around its new mobile app in Brazil.

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Brazilian Ministry of Health, a government ministry, launched a public WhatsApp number in Brazil, which the public used to get medically correct information, limiting the spread of fake news.

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Huawei, a telecommunications brand, completed Schubert's famous Unfinished Symphony using AI technology in its new smartphone and launched a concert in Mexico City to connect with Mexican consumers.

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A Life for Dakota, an NGO dedicated to promoting a preventive culture of diseases, launched a preventative campaign that encouraged the vaccination for chicken pox to be included in the national immunisation record in Peru.

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Gillette, a razor and personal care brand, "cursed" a pair of boxers and sent them to the German football team amid the World Cup to save its lucky boxer shorts promotion surrounding Neymar Jr, who became injured as the promotion began in Brazil.