SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Fast food brand McDonald’s used a multiplatform approach to boost its image as a good employer and attract employees of all ages in Poland.

Case Study

Dutch physical therapist group, Actiegroep Fysiotherapie, used social media and on-ground activities to protest against health insurers cutting patients' treatments in the Netherlands.

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National rail company SBB used digital and experiential executions, presenting its current workers as the heroes to attract new employees in Switzerland.

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There But Not There, the armed forces charity, created an art installation of ghostly soldier silhouettes to fundraise and educate people about the first World War in the UK.

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LinkedIn, the online business and employment-oriented service, turned itself into a platform for women to increase sign-ups and change brand perception in Saudi Arabia.

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Infiniti, the luxury division of Japanese carmaker Nissan, created an integrated campaign encompassing PR, social media, creative and digital, for the global launch of its QX80 model in the Middle East.

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The Royal Mint, the producer of coins for Britain and 60 other countries, created a set of 10-pence coins featuring letters of the alphabet to encourage a new generation of coin collectors in the UK.

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Taco Bell, the US fast-food brand, harnessed the power of Big Ben and rickshaw drivers to launch its first London restaurants.

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Pharmaceutical brand MSD Romania created a multi-platform educational campaign to raise awareness of cervical cancer and boost HPV vaccination rates in the country.

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The Royal Danish Theatre used former Dancing with the Stars judge Nikolaj Hübbe to spearhead a campaign raising public appreciation of its Royal Ballet company in Denmark.

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Feminine hygiene brand Always employed an influencer campaign, backed by TV and a charity partnership, to highlight the problem of period poverty in the UK and boost sales of its pads.

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Vodka brand Absolut used a multichannel campaign to raise brand awareness and take a stand against racism and xenophobia for its launch in Slovakia.

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Furniture retailer IKEA created a new duvet product, and used a gay couple to promote it and boost sales of bedding in the UK.

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Supermarket brand Coop created a ‘perfume’ that smelled like sour milk to raise awareness of food waste and reinforce its sustainability brand credentials in Sweden.

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Property developer CTP collaborated with street artists to make industrial buildings look better for the public in the Czech Republic.

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Shampoo brand Head & Shoulders launched a creative platform based on the England football team to drive awareness, engagement and sales of its Men Ultra shampoo in England.

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Bike-meets-tech company VanMoof used a media relations strategy to launch its latest range of connected city bikes across the UK, France and Germany.

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Jelly and jam brand Hartley’s used a celebrity-led, influencer marketing programme to raise brand awareness and boost sales of its 10 Cal Jelly Pots in the UK.

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Finnish alcoholic drink brand Hartwall Original Long Drink created an integrated campaign to boost sales outside summer, while taking care not to flout Finland’s strict alcohol advertising rules.

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The government of Chile launched an international political communications campaign to thwart Bolivia’s attempts in the International Court of Justice (ICJ) to gain access to the sea through Chile’s territory.

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Elvie, the brand that pioneers smart technology for women, used a live stunt at London Fashion Week to launch its Elvie Pump breast pump globally.

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Online retailer eBay rescued the physical goal in which the winning goal in the 2014 FIFA World Cup was scored, and invited fans in Germany to bid on it, to coincide with the 2018 World Cup.

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The Abu Dhabi National Oil Company undertook an all-encompassing communications programme to reposition itself after the global oil crisis of 2016-2017 and win back brand love in the United Arab Emirates.

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Cosmetics brand Avon created a range of lingerie to persuade women to have breast cancer check-ups in Ukraine.

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The Abu Dhabi National Oil Company took a three-pronged approach to employee engagement when it merged subsidiaries and relaunched its brand in the United Arab Emirates.