2024 Innovation SABRE Awards Winners

The Innovation SABRE Awards winners will be presented during the PRovoke North America Summit at the Whitby Hotel in NYC on May 1st.

View all Innovation SABRE Award finalists here

Platinum SABRE Award for Best in Show

Finalists

• Joaquin's First School Shooting — Change the Ref with BCW
• Ben Affleck *Officially* Runs on Dunkin' — Dunkin' (Inspire Brands) with MSL, Artists Equity
• Asshole Activists — Tushy with Citizen Relations
• From TikTok to Table - Chipotle Mexican Grill Fajita Quesadilla Hack — Chipotle Mexican Grill with Day One Agency
• Adopt-a-Stray — Fresh Step with Current Global, FCB

The Innovation SABRE Awards

Experiential Marketing

Live Events

• Asshole Activists — Tushy with Citizen Relations

Online/Virtual Events

• Unlocking Overlooked Markets: Enthought's Integrated & Agile Approach to Webinar Engagement — Enthought with PAN Communications

Digital Promo & Activation

• From TikTok to Table - Chipotle Mexican Grill Fajita Quesadilla Hack — Chipotle Mexican Grill with Day One Agency

Sponsorships

• Taste of Greatness — Frito-Lay North America with Ketchum, OMD, D3, Genesco Sports Enterprises

Earned Media

Digital/Print Media: General, Consumer and Lifestyle Media

• The Decliner: La-Z-Boy Delivers JOMO With Help From AI Recliner — La-Z-Boy with Exponent

Digital/Print Media: Business/Trade Media

• “What’s in a name? Overstock becomes Bed Bath & Beyond” — Overstock.com with Method Communications

Broadcast Media

• With Heinz Remix, Your Sauce Game Will Never Be the Same… — Kraft Heinz with Zeno Group

Product Reviews

• Kicking the Bucket to the Curb to #MopSmarter With Swiffer PowerMop — Swiffer (Procter & Gamble) with MSL, P&G Internal PR

Earned Media with Influencers + Communities

• From TikTok to Table - Chipotle Mexican Grill Fajita Quesadilla Hack — Chipotle Mexican Grill with Day One Agency

Persuasive Content

• ReclaimYourName.dic — Elimin8Hate with Citizen Relations

Content Creation for Media Sites (Earned)

• The General x G League — The General Insurance with Spool Marketing, IdeaQuest, Performics

Sponsored & Paid Media

Content Creation for Media Sites (Paid)

• Here for What Matters — Dollar General with BCW

Paid Influencer Programs + Endorsements

• Cub Cadet Cultivates Fandom Through Dad-vertising — Cub Cadet with Exponent

Product Placement (Entertainment Vehicle)

• OMG: Infobip Celebrates 30 Years of Texting! — Infobip with Bospar

SEO/Content Distribution Program

• Making Synopsys Discoverable in the Digital Media Era — Synopsys with The Hoffman Agency

Digital Marketing/Advertising

• Recruiting Older People for a Dry-AMD Clinical Trial During a Global Pandemic — Ionis with GCI Health

Social Media & Community Management

Overall Use of Social Media & Platforms

• Cheetle in Cheadle — PepsiCo Foods Canada with Citizen Relations

Social Video

• #ClosingAmericasSmileGap — Crest and Oral-B (Procter & Gamble) with MSL

Social Photos

• Driving Awareness Of Tres Generaciones Via Social Photos — Tres Generaciones with Day One Agency

Influencer Marketing

• Talk Money to Me — Coast Capital with Citizen Relations

Crowdsourcing & Co-creating

• A Presidential Birthday to Remember — The Carter Center with BCW

Platform-Specific Campaigns

Best Use of Instagram

• BIC Back-to-School Supply Closet — BIC with M Booth

Best Use of LinkedIn

• How x Orveon — Orveon with How, a subsidiary agency of 5WPR

Best Use of TikTok

• Talk Money to Me — Coast Capital with Citizen Relations

Best Use of YouTube

• The General x G League — The General Insurance with Spool Marketing, IdeaQuest, Performics

Owned Media

Website

• EY Accelerates Their B2G Business with In-House Think Tank — EY Government and Public Sector with M Booth

Digital Publishing

• Flying Higher: Capturing the Bigger Picture With Nearmap — Nearmap with MSL

Intranets and Workplace Apps

CSR, ESG and DEI Reporting

• Fundamentally: The 2022 Ally CSR Report — Ally Financial with Tier One Partners

Annual Report

• Pets for Better Wellbeing: Mars Pet Nutrition North America 2022 Report — Mars Petcare with Weber Shandwick Evolve Visual Design

Documentary Film and Video

• Open Your Heart — American Heart Association with Red Summit Productions

Tools and Tactics

Virtual Reality/Augmented Reality/Immersive Technology

• Keep It Real can — Molson Coors Beverage Company with Citizen Relations

Best Use of Artificial Intelligence in PR

• Lenovo AI & Queen Latifah Give Small Businesses Big Visibility — Lenovo with Zeno Group

Audio: Podcasts + Music

• Pfizer's Science Will Win Podcast - Season 2 — Pfizer with Real Chemistry, Wonder Media Network

Gamification/User-Generated Contests

• Adopt-a-Stray — Fresh Step with Current Global, FCB

Identity Branding

• Move Over Turkey, Campbell’s Celebrates and Owns Side Season — Campbell's with MSL

Illustrations + Photography

• Joaquin's First School Shooting — Change the Ref with BCW

Meme

• While the Competition Fearmongered.....We Turned to Barbie — The Hoffman Agency

Real-time Engagement (Crisis and Issues)

• Titan Submersible Search and Rescue — The Explorers Club

Real-time Engagement (Newsjacking)

• I Buy My Own Batteries — Duracell with Citizen Relations

PR in the Metaverse

NFTs

• Mastercard Artist Accelerator — Mastercard

Partnerships

Media Partnership

• Ally and Disney Tackle the Vicious Cycle of Sports Inequity — Ally Financial with Tier One Partners

Influencer Partnership

• Tabasco® Brand x Tinx Normalize Hot Sauce as Dressing — Tabasco® Brand with Hunter

Celebrity Partnership

• Ben Affleck *Officially* Runs on Dunkin' — Dunkin' (Inspire Brands) with MSL, Artists Equity

NGO and Charity Partnerships

• Showcasing the Power of Partnership to Help Build a Water-Positive Future — Procter & Gamble with MSL

Brand Partnership

• Philadelphia Cream Cheese Tax-Free Bagel — Philadelphia cream cheese with Zeno Group

Data and Analytics

Social Listening

• Tropicana Mimosa Maker — Tropicana with MullenLowe U.S. PR Cramer-Krasselt

Data in Campaign Planning and Development

• Prevent Overdose WA — Washington State Department of Health with C+C

Behavioral Science

• Chunky Dares America to Try Their Spiciest Soup Ever — Campbell's with MSL

Insight

• Bounty is Your Wingman — Bounty (Procter & Gamble) with MSL

Original/Commissioned Research for PR

• Prevent Overdose WA — Washington State Department of Health with C+C

Measurement and Post-Campaign Analysis

• New PR Effectiveness measurement framework — Telus with Onclusive

The Tech Stack Awards

Social Media and Social Listening Tools

• Culture Compass — Kellanova with Weber Shandwick

Campaign Measurement Tools

• Brandgeist IQ — Allison

PR Software and Services

• PRophet: The Era of the Communications Engineer — PRophet

Campaign Awards

Platform Creation

• Recovery Plan for America's Physicians — American Medical Association

Content Marketing Campaign

• Frigo Cheese Heads Encourages Tweens to Embrace Creative Snacking — Saputo USA, Frigo Cheese Heads with Carmichael Lynch Relate

Storytelling

• Ushering in a New Era of Technology with Microsoft’s AI-Powered Bing Chat — Microsoft with WE Communications

Data-Driven Campaign

• Sick Guilt, Burnout and the Great Gloom: How American Workers are Really Feeling — BambooHR with Method Communications

Boldest Campaign

• Asshole Activists — Tushy with Citizen Relations

Most Disruptive Campaign

• Pootraits — Babyganics with Manifest

Combating Disinformation

• Accounting — Center for Audit Quality with Culture One World, Alipes

Corporate Values in Action

• Always Helps Hispanic Students Achieve Their Dreams — Always (Procter & Gamble) with MSL

Start-Up Marketing Campaign

• From Carnival to the Cloud: Digibee's Journey From Brazil to the Heart of American Innovation — Digibee with Bospar

Emerging Sector Campaign

• Reducing Ag’s Carbon Footprint 1 Million Acres at a Time — Agoro Carbon Alliance with Padilla

Pro-Bono Campaign

• War Stories — Brady with BCW

Micro-Budget Campaign

• Girl Guides of Canada Name Change — Girl Guides of Canada with Veritas Communications

This Year’s Issue: LGBTQ Rights

• Defying DeSantis: Miami Beach Pride’s 15th Anniversary Amidst Anti-LGBTQ Pushback — Miami Bech Pride with GreenRoom

Agency Awards

Disruptive Agency of the Year

• How Fame Became a Game Changer — Exponent

Data-Driven Agency of the Year

• Brand to Demand: Proving PR as Business Driver with Data-Driven Solutions — PAN Communications

Purpose-Driven PR Agency of the Year

• Manifest — Manifest

Diversity, Equity & Inclusion Initiative

• How M Booth Turned Allyship Into Action — M Booth

Agency Thought Leadership

• Chosen Circles: How Black Americans Navigate Health Decision Making — M Booth Health

Agency of the Future

• Day One Agency — Day One Agency

Individual Awards

Creative Professional of the Year

• Josh Budd, Creative Professional of the Year — Citizen Relations

Data Professional of the Year

• Tejas Totade, Chief Technology Officer — Ruder Finn

Iconoclast of the Year

• From Skivvies to Scorpions — Bospar

Innovator of the Year: Agency

• Olga Fleming - Agency Innovator of the Year — MMC

Innovator of the Year: Brand

• Campbell’s USMB Brand PR & Social Media Team: The Soup Squad that Got Scrappy & Built an Empire — Campbell’s USMB Brand PR & Social Media Team with MSL

And finally…

Write your own category

• Cooking Up McDonald's Employer Brand Love — McDonald's of New England with Shift