About the Awards
The SABRE Awards are the world’s largest PR awards programme, recognising superior achievement in branding and reputation in North America, EMEA, Asia-Pacific, Latin America, South Asia and Africa.
The awards are delivered by PRovoke Media, the authoritative voice of the global public relations industry.
North America SABRE Winners 2020
The most recent North American Awards were announced in May 2020 and winning cases studies are available to read here on WARC.
Diamond 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.

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.

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.
LATAM SABRE Winners 2020
The most recent Latin American Awards were announced in October 2020 and winning cases studies are available to read here on WARC.
Best in show

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.
Diamond SABRE awards

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.
Asia-Pacific SABRE Winners
The most recent Asia-Pacific Awards were announced in September 2020 and winning cases studies are available to read here on WARC.
Platinum SABRE for Best In Show 2020

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.
Diamond SABRE Awards 2020

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.
In2 APAC Winners 2020
Right To Protein: India Protein Day
Brand Right to Protein
Advertiser Right to Protein
Agency FleishmanHillard
Country India
Brand Coca-Cola
Advertiser Coca-Cola
Agency FleishmanHillard
Country Myanmar
Novetex Textiles: The Billie System - Upcycling for a sustainable future
Brand Novetex Textiles
Advertiser Novetex Textiles
Agency CatchOn
Country Hong Kong
SGInnovate: Innovation with deep impact
Brand SGInnovate
Advertiser SGInnovate
Agency IN.FOM
Country Singapore
Brand Bosch
Advertiser Bosch
Agency Allison+Partners
Country Singapore
Societe Generale: Rugby World Cup Fanzone
Brand Societe Generale
Advertiser Societe Generale
Agency In-house
Country Hong Kong
Right To Protein: Protein For Better Immunity
Brand Right to Protein
Advertiser Right to Protein
Agency FleishmanHillard
Country India
Kiko Network/CAN-Japan: Connecting KIDS
Brand Kiko Network / Innophys
Advertiser Kiko Network / Innophys
Agency Blue Current
Country Japan
Innophys: Muscle Suits 'Every'
Brand Innophys
Advertiser Innophys
Agency Blue Current
Country Japan
OPPO Australia and New Zealand: The Ultimate Internship
Brand Oppo
Advertiser Oppo
Agency CampaignLab
Country Australia / New Zealand
Mind Hong Kong: Breaking the HK Mental Health Taboo
Brand Mind Charity
Advertiser Mind Charity
Agency Sinclair
Country Hong Kong
The Hanwha Hack: The newsroom that turned confusion to cohesion
Brand Hanwha Group
Advertiser Hanwha Group
Agency Weber Shandwick
Country South Korea
The Broken Dagger: The Speak-Easy Bar Inspired by The Gods
Brand The Broken Dagger
Advertiser The Broken Dagger
Agency The Orangeblowfish
Country China
South Asia SABRE Winners
The most recent South Asia Awards were announced in November 2020 and winning cases studies are available to read here on WARC.
Diamond SABRE award 2020

Hyundai: Venue – Stay Connected on the Go!
Brand Hyundai
Advertiser Hyundai
Agency First Partners
Country India
Hyundai launched its Venue SUV model in India by creating a PR event on a cruise ship to demonstrate how the car is always connected.
The PR event featured an unexplored test drive route and a connection to 17 historic venues in India to create the Great India Drive.
Hyundai's market share increased from 18% to 21% and digital impressions reached 987 million.
EMEA SABRE Winners 2020
The most recent EMEA Awards were announced in June 2020 and winning cases studies are available to read here on WARC.
Platinum SABRE for Best In Show

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.
Diamond SABRE Awards
Brand HSBC
Agency PHD / Grey Global / FTI Consulting / BCW
Country Global
Brand The Abu Dhabi National Oil Company
Agency ASDA'A BCW
Country United Arab Emirates
Brand WaterWipes
Agency Golin
Region UK
African SABRE Winners 2020
The most recent African Awards were announced in May 2020 and winning cases studies are available to read here on WARC.
Platinum SABRE Finalists
Biogen: #BiogenJourney – The world's first influencer campaign
Brand Biogen
Agency Retroactive
Region South Africa
Brand Jet
Agency Joe Public Shift South Africa
Region South Africa
Unilever South Africa - Shield: Sbonis’Idiski
Brand Shield
Agency Edelman Public Relations
Region South Africa
African migrations: Changing global perceptions
Brand Mo Ibrahim Foundation
Agency Portland
Region Africa
Equity Group PLC: Wings To Fly
Brand Equity Group
Agency Ogilvy & Mather, Ogilvy
Region Kenya
Diamond SABRE Awards
Leadway Assurance Plc: #SeeFinish
Brand and advertiser Leadway Assurance
Agency Modion Communications
Region Nigeria
Brand and advertiser Gokada
Agency Modion Communications
Region Nigeria
Microsoft Middle East and Africa: Age of AI
Brand and advertiser Microsoft
Agency WE Communications
Region Middle East & North Africa
In2 Innovation SABRE Winners
The most recent In2 Awards for North America were announced in February 2020 and winning cases studies are available to read here on WARC.
Best In Show #1

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.
Best In Show #2

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.
Best In Show #3

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.
Best In Show #4

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.
Best In Show #5

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.