The SABRE Awards, delivered by The Holmes Report, are the world’s largest PR awards programme and recognise superior achievement in branding and reputation in six regions: North America, EMEA, Asia-Pacific, Latin America, South Asia and Africa. WARC subscribers can read the winning case studies here.
Chando’s Beautiful Surgery Lines, by Shanghai Soho Square Advertising, addressed the pressure that Chinese women feel to look perfect by invoking Mother’s Day to inspire the unique features they were born with. During a five-day period, an extensive OOH campaign showed women’s faces with what appeared to be plastic surgery lines, but on closer inspection turned to be heart-warming messages from their mothers.
The campaign exceeded its e-commerce sales target by 118%, with sales on the first day of the campaign beating the target by 15 times.
Five Diamond awards were awarded. Winners included P&G, with a campaign that celebrated Korean mothers during the Pyeongchang Winter Olympics, taking a special award for superior achievement in brand-building.
Also taking a Diamond honour for measurement and evaluation was Princess Cruises, the American cruise line launching a new ship to Chinese consumers, which positioned the brand as a unique type of luxury for Chinese consumers by appointing a Chinese Celebrity Master Council to support its image of luxury.
The Diamond award for Research and Planning went to Daiwa House Industry, in which the leading Japanese house-builder addressed housework inequality by beginning a conversation about “nameless chores”. These drew attention to the tasks that working women are expected to complete. The campaign helped significantly to boost the company’s profile among new home buyers.
Sourced from The Holmes Report; additional content by WARC staff