SABRE Awards

Pace Law: #1 in Environmental Law

Brand Pace Law
Agency Kivvit
Country United States

Pace University promoted its law school among US voters by using technology to target them with unique and relevant political and social issues.

The institution integrated data from several technologies to introduce the school to new voters through unique, relevant issues of the day.

The campaign received 1.2 million impressions and led to over 3,580 website visits.

Alibaba Group: Alizila

Brand Alibaba
Agency In-house
Country United States

Alizila promoted its news coverage by publishing a trend piece on the luxury market to increase awareness.

The trend piece on the luxury market in China armed media with strong supporting data of the momentum and strength of luxury shopping in China.

As a result, Alizila page views have reached 4.4 million and its Twitter following has grown from 3k to 125k in a few years.

Jane Walker by Johnnie Walker ignites action for gender equality with “Signs of Progress” campaign

Brand Johnnie Walker
Agency Hunter Public Relations
Country United States

The American scotch whiskey brand showed its long-standing commitment to gender equality by reviving the character of Jane Walker during Women's History Month.

It created artwork inspired by organisations championing women leadership and showcased it at a New York exhibition, which was introduced by a panel discussion ahead of International Women’s Day.

The campaign earned 46% share of voice amongst competitors during the month of March and achieved more than 100 stories and 150m PR impressions for Johnnie Walker.

Gillette: We Believe

Brand Gillette
Agency Ketchum
Country United States

Gillette created a YouTube film to turn its classic tagline, the best a man can get, into a thought-provoking question surrounding masculinity.

The brand produced a single YouTube film which asked if this was the best a man can get, encouraging men to consider what it really means to be the best.

The video received 110 million video views across all digital platforms and earned over 19.5 billion media impressions worldwide.

Doritos: #UnblockTheLove

Brand Doritos
Advertiser PepsiCo
Agency JeffreyGroup
Country Mexico

Doritos promoted its diversity and inclusion initiative, DORITOS' RAINBOW, in Mexico by launching a special edition pack, diversity workshop, influencer campaign and pride parade float.

The brand invited people to be themselves and help unblock love by demonstrating that everyone has the right to love and be loved.

Over 45m impression were derived from media placements, delivering an ROI of 51:1.

Bayer: Stay Well - Fique Bem

Brand Bayer
Advertiser Bayer
Agency JeffreyGroup
Country Brazil

Bayer launched a new internal communication channel during the Coronavirus pandemic to better support its Brazilian employees.

The company launched an initiative to promote Bayer's official pandemic guidelines and encourage employees to look after their physical and emotional well-being.

As a result, 85% of employees were extremely satisfied with the new communication format and 92% read the report on a daily basis.

KFC: Michelin Impossible

Brand KFC
Advertiser Yum! Brands
Agency opr Agency / Ogilvy Australia
Country Australia

KFC reversed negative perceptions in Australia and achieved a global reach of 849,417,077 with its campaign Michelin Impossible.

The brand attempted to obtain a Michelin Star; a campaign that began on social media and was quickly swept up by national and international media.

The four-week campaign achieved 724 pieces of coverage and 65% of respondents agreed that it improved their perceptions of KFC’s quality.

Grab: Grab for Good

Brand Grab
Advertiser Grab
Agency In-house
Country Asia

Grab aimed to improve the quality of life for 640 million people in Southeast Asia with its campaign Grab for Good.

Videos displayed how Grab’s technology could improve lives and the campaign was localised through events and partnerships.

The campaign garnered over 1,000 pieces of positive media coverage and more industry partners joined the Grab for Good social impact movement.

Hanwha Group: Solar Boat - Clean Up Mekong

Brand Hanwha Group
Advertiser Hanwha Group
Agency Innocean Worldwide
Country Vietnam

Hanwha embarked on a mission to reduce water pollution and promote behaviour change among local people by raising awareness in Vietnam.

Hanwha developed the first solar-powered boat, complete with a conveyor system that collected floating waste.

The boat collects 400–500kg of waste a day and the social media campaign garnered 39m impressions, 17m views and 281,000 reactions.

Lenzing: Feel So Right Movement

Brand Lenzing
Advertiser Lenzing
Agency BCW
Country Global

Lenzing educated the fashion industry and consumers about sustainable raw materials and promoted TENCEL™ fibres with its global campaign Feel So Right.

Lenzing blended seminars and workshops with a targeted media outreach, as well as collaborating with brands in fashion shows and social media.

The campaign garnered a 91% increase in TENCEL™ products, a 108% increase in the ratio of TENCEL™ feature stories and a 75% increase in purchase intention.

Volvo Cars: The E.V.A. Initiative

Brand Volvo
Agency Forsman & Bodenfors
Country Germany

Volvo launched the E.V.A (equal vehicles for all) initiative globally to encourage the sector to take automotive safety seriously.

Volvo made crash data research and proprietary knowledge behind its safety innovations public for all to download to push for equal safety.

The brand saw a peak in positive sentiment online, increasing by 13.1%, and the campaign saw over 850,000 website visits.

Wendy's: Keeping Fortnite Fresh

Brand Wendy's
Advertiser Wendy's
Agency Ketchum
Country United States

Wendy's became a player on online game Fortnite to connect with young diners in the US and boost its core message of never using frozen beef in its patties.

The brand created its own character who joined the game to destroy the freezers in Durr Burger outlets and streamed the gameplay for nine hours on Twitch.

The campaign secured more than 23m impressions and mentions of Wendy's increased by 119% across social platforms.

Hulu: The Shape of History

Brand Hulu
Advertiser Hulu
Agency Courageous Studio
Country United States

Hulu increased viewership of season 3 of The Handmaid's Tale by launching mirrored statues in New York City.

For one day Hulu placed 140 mirrored statues in New York City, to equal the existing 145 statues of men, so that women could see someone like themselves celebrated with a statue.

Viewership of season 3 was the highest in history with 40% more viewers than season 2 and the campaign has gained over 7 billion social impressions to date.

Mastercard: #AcceptanceMatters

Brand Mastercard
Advertiser Mastercard
Agencies BMF / Ketchum / McCann
Country United States

Mastercard appealed to the LGBTQIA+ community in the US with the launch of its True Name card via a street installation.

The True Name card allowed individuals to use their chosen names and launched with a street sign installation, Acceptance Street, in New York.

LGBTQIA+ organisations publicly lauded Mastercard and launch coverage resulted in more than 2.5bn impressions.

Skittles: Broadway the Rainbow 

Brand Skittles
Advertiser Mars Wrigley
Agency ICF Next
Country United States

Confectionery brand Skittles created a Broadway musical instead of a TV ad to boost its Super Bowl presence and sales in the US.

Skittles made a 30-minute Super Bowl Sunday musical and promoted it using Broadway tactics such as bus wraps and billboards in Times Square.

The brand dominated the Super Bowl advertising news cycle, with more than 1.5bn earned media impressions and a 5.6% Skittles consumption boost.

Driscoll's Rosé Berry limited edition summer launch

Brand Driscoll's
Advertiser Driscoll's
Agency Allison+Partners
Country United States

Driscoll's built a connection with rosé wine to launch a new blush-coloured strawberry, the Rosé Berry, in the US.

The brand targeted the Good Morning America team with Rosé Berry samples and bottles of rosé and continued the tactic with other morning shows and the national press.

The campaign achieved more than 8bn impressions and changed Driscoll's business strategy.