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.

Huawei: Artificial Intelligence and Mexican Talent Combine to Finish Schubert’s Symphony

Brand Huawei
Advertiser Huawei
Agency Extend Comunicaciones
Country Mexico

Huawei 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.

Through the power of AI, the Huawei Mate 20 Pro smartphone learned how to compose the third and fourth movements of Schubert's famous Unfinished Symphony.

Conversation regarding Huawei and its Artificial Intelligence technology increased by 61% and the media reach in Mexico was 87 million.

Enel: Energy Connects Us

Brand Enel Energia
Advertiser Enel Energia
Agency JeffreyGroup
Country Chile

Enel increased favourability in Mexico by constructing solar and wind farms to educate and engage key opinion leaders.

The construction of solar and wind farms was portrayed in key media, while the offices of Enel Green Power were positioned as sustainable work spaces.

Enel gained strategic media coverage, boosting the company's positive outlook with a 91% favourable rating.

Repretel: Facing Analysis: Presidential Debate

Brand Repretel
Advertiser Repretel
Agency Porter Novelli
Country Costa Rica

Repretel increased awareness during its presidential debate by launching a tool that allowed Costa Ricans to analyse non-verbal communications of the speakers.

The tool analysed the candidate's speech and facial expressions, which allowed its audiences to capture an emotional analysis of what the candidates said, as they were asked about it.

The campaign raised the debate rating from 7.19 to 11.78 and the brand maintained a positive conversation of 15% to 12.5% negative.

Camargo Corrêa Infra: Rebuilding An Icon

Brand Camargo Corrêa Infra
Advertiser Camargo Corrêa Infra
Agency JeffreyGroup
Country Brazil

Camargo Corrêa Infra reversed negative perceptions of the brand after it was involved in a scandal through a redesign of its website and communications.

The rebranding of the website gives free access to public contracts, positioning the brand as the protagonist of the new infrastructure industry landscape with transparency and integrity.

The company is now positioned in news articles that discuss the industry's ethical issues, showing that it is already operating under a different mindset.

Roche Hong Kong Limited: The cUUpcakes

Brand Roche
Advertiser Roche
Agency DNA
Country Hong Kong

Roche launched a cupcake campaign that saw one in sixteen cupcakes having a secret lump inside, to represent breast cancer.

One in 16 women in Hong Kong are diagnosed with breast cancer in their lifetime, so Roche gave away cupcakes, with one in sixteen having a secret lump inside.

The campaign reached more than 1.5 million people – 147% more than original targets, and Google searches for ‘breast cancer symptoms’ increased 240-fold.

Yahoo! Japan: Diversity in Disaster Preparation

Brand Yahoo!
Advertiser Yahoo!
Agency Dentsu
Country Japan

Yahoo! raised awareness of the challenges facing people in post natural-disaster shelters to help people prepare in disaster-prone Japan.

It developed a platform to inform people of what they need to prepare which it took to digital media, hands-on events, and used in classrooms.

The campaign achieved over 320m social impressions and a 619% increase in social engagement.

Horlicks: Emotional Nutrition

Brand Horlicks
Advertiser GlaxoSmithKline
Agency Genesis Burson-Marsteller
Country India

Horlicks connected with mothers in India by addressing the emotional needs that their university-bound children required.

Horlicks launched an integrated campaign which used PR, films, digital media and influencers to target mothers.

The three-month campaign achieved 150 million impressions through 500+ influencers and led to a 10% increase in the sale of Horlicks.

Punjab National Bank: PNB Back On Track

Brand Punjab National Bank
Advertiser Punjab National Bank
Agency Genesis Burson-Marsteller
Country India

Punjab National Bank (PNB) increased favourable reportage of the brand and its stock price after the brand was implicated in a fraud scandal.

It launched PNB Back on Track which used PR to spread accurate information, highlight the need for corrective measures and demonstrate the "future-ready face on PNB".

The brand changed customer perceptions leading to a cut in deposit withdrawals and increased stock price.

adidas Singapore: Sport18 – Here to Create

Brand adidas
Advertiser adidas
Agency Current Marketing
Country Singapore

adidas engaged consumers in Singapore with its influencer-led and content-based campaign.

It worked with influencers through photoshoots, activations and organic content creation to tell their stories.

The campaign drove over two million content interactions, achieving 20% more PR value compared with 2017.

MSD Romania: Protect her wings!

Brand MSD Romania
Agency Rogalski Damaschin PR
Country Romania

Pharmaceutical brand MSD Romania created a multiplatform educational campaign to raise awareness of cervical cancer and the HPV vaccine.

MSD Romania launched its message via video-mapping on historic buildings and used educational roadshow events to launch a new vaccine.

The campaign established cervical cancer as a public health problem and won political commitment to allocate funds for HPV vaccination in 2019.

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.