The 2022 North American SABRE Awards, which recognizes Superior Achievement in Branding Reputation and Engagement, were announced at the first live SABRE Awards ceremony since 2019 on May 4 2022. Also honoured were the
Agencies of the Year and
Best Agencies to Work For.
PLATINUM SABRE AWARD FOR BEST IN SHOW
Winner:
Covid-19 Public Awareness Campaign - State of New Jersey Department of Health with KivvitFinalists:2. Ford F-150 Lightning Reveal - Ford Motor Company with Imagination & Wieden+Kennedy3. Boards of Change - City of Chicago and When We All Vote with Current Global & FCB4. Claiming New Spaces for People Living with Disabilities - Genentech with Syneos Health Public Relations5. Midol No Apologies Period - Midol & Bayer with twelvenote
Diamond SABRE Awards
Company of the Year
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A Data-Driven Reputation Strategy for America's Largest Brewer - Anheuser-Busch with Kivvit
The SABRE Award for Superior Achievement in Brand-Building
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Krispy Kreme Sweet Support for Covid-19 Vaccinations - Krispy Kreme Doughnuts with FleishmanHillard
The SABRE Award for Superior Achievement in Reputation Management
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Bospar Messes With Texas - Bospar
The SABRE Award for Superior Achievement in Research and Planning
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Covid-19 Public Awareness Campaign - State of New Jersey Department of Health with Kivvit
The SABRE Award for Superior Achievement in Measurement and Evaluation
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A Data-Driven Reputation Strategy for America's Largest Brewer - Anheuser-Busch with Kivvit
Gold SABRE Awards
Industry Sector
Consumer Goods
Automotive
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It's Time to Let Go - Cadillac with Weber Shandwick
Fashion & Beauty
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The Kendra Scott Mother's Day Personal Time Off Fund - Kendra Scott with Small Girls PR
Food & Beverage
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Go for the Handful - Goldfish with MSL, Saatchi & Saatchi
Home & Furniture
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Mattress Firm Un-Junk Your Sleep Truck Tour - Mattress Firm with Golin
Consumer Products
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Bright Beginnings - Pampers with MSL
Consumer Services
Entertainment
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Reinventing Live Sports for the Digital Age - Fan Controlled Football with Finn Partners
Financial Services
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The Strivers Initiative - Mastercard with Ketchum, McCann, Carat
Food Service (including restaurants)
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Super Wendy's World - Wendy's with Ketchum, VMLY&R and Spark Foundry
Retailers
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Addressing the Gender Gap in Sports - Dick's Sporting Goods with 160over90 and VMLY&R
Travel & Tourism
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Under a Rock - Hotels.com with ICF Next
Business-to-Business
Chemicals & Industrials
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Telling the Good-News Story about a Climate Friendly Agriculture Giant - Syngenta Group with Method Communications
Professional Service Firms
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Emphasis on Empathy - EY 2021 Empathy in Business Survey - Ernst & Young US with M Booth
Real Estate & Construction
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Annual Roof Deployment Project Exceeds Goal of Helping its 300th Veteran - Owens Corning with Coyne PR
Transportation & Logistics
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AI platform can save nearly two billion tons of carbon emissions per year - Airspace Intelligence with The Bulleit Group
Technology
Consumer Electronics
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Ford F-150 Lightning Reveal - Ford Motor Company with Imagination & Wieden+Kennedy
Technology: Hardware
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Making a Splash During Prime Day Lets BioBidet Flush Out the Competition - BioBidet with Bospar
Technology: Software & Services
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Human and Machine: NFTs and The Ever-Evolving World of Art - Tezos with Huge, Blokhaus
Telecommunications
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Bridging the Digital Divide - America's Broadband Future and Broadband Equity for All coalitions with ROKK Solutions
E-Commerce
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JOE-M-G! Expedia Invites Anxious Travelers to Hold a Replica of Joe Jonas's Hand - Expedia with Zeno Group
Healthcare
Animal Care
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Showing up for homeless pets - Mars Petcare with Edelman
Consumer Health
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Game Over for Headaches - Excedrin by GSK Consumer Health with Weber Shandwick
CBD and Cannabis Products
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Advocating for the power and truth of medical cannabis in Texas - Texas Original Compassionate Cultivation with Red Fan Communications
Healthcare Providers
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Get Ahead of Stroke - Society of NeuroInterventional Surgery with BCW, Direct Impact
Medical Technology
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Bringing a Conversation About Diabetes to One of the World's Biggest Stages - Dexcom with Allison+Partners
Pharmaceutical: Rx
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Claiming New Spaces for People Living with Disabilities - Genentech with Syneos Health Public Relations
Non-Corporate
Associations
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Careers of the Future - Next Generation Manufacturing Canada with Proof Strategies cairns oneil, Makers and Art & Science
Educational & Cultural Institutions
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My Pandemic Story - Royal Ontario Museum with No Fixed Address
Government Agencies
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Vaccinate WA Young Adult Campaign - Washington State Department of Health with C+C
Not-For-Profit Organizations
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Unspoken Curriculum - The Boris Lawrence Henson Foundation with Edelman
International
Global Campaign
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Famous Orders - "The BTS Meal" - McDonald's with The Narrative Group, Wieden+Kennedy
Multimarket Campaign
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Sailing from historic industry shutdown to the global restart of cruising - Carnival Corporation with LDWW
Canadian Campaign
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Happy Birthday, Twitter - Canadian Centre for Child Protection with No Fixed Address
Practice Area
Marketing Communications
Business-To-Business Marketing
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The Pharma Brandemic: Identifying the Seismic Shift that Will Change Healthcare Marketing Forever - M Booth Health
Consumer Marketing (Existing Product)
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Bodequality - Old Navy with The Martin Agency, Alison Brod Marketing + Communications
Consumer Marketing (New Product)
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True Name - Mastercard with Ketchum
Inclusive Marketing
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What happens when great minds don't think alike? - EY
Integrated Marketing
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Be that Someone - Canadian Red Cross with Proof Strategies, Capital-Image, cairns oneil and Makers
Corporate Reputation
Institutional Image
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Fundamentally transforming PepsiCo's business through pep+ (PepsiCo Positive) - PepsiCo with Ketchum
Employee Communications
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Harnessing Colleague Pride - Pfizer with M Booth, INVNT Group
Employer Branding
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Chipotle Mexican Grill x Discord Career Fair - Chipotle Mexican Grill with Day One Agency
Executive Leadership
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Leveraging a Change in Leadership to Achieve a Better Future, Faster - Philip Morris International
Capital Markets Communications
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Capital Markets Day - Ford Motor Company with Civic
Engaging Society
Cause-Related Marketing
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Boards of Change - City of Chicago and When We All Vote with Current Global & FCB
Community Relations
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"Sounds of Progress" - Jake's House with Edelman Canada
Corporate Social Responsibility
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Big Sean, HBCU Students and Ally Teach Kids Money Lessons in Minecraft - Ally Financial with Tier One Partners
Public Education (Non-Covid-19)
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Ugly Truths Holiday Sweaters - Canadian Mental Health Association with Citizen Relations
Public Education (Covid-19)
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The Historic Biopharma Industry Pledge to #StandWithScience on Coronavirus Vaccines - Pfizer with Real Chemistry
Advocacy
Crisis Management
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Communications and legal support for State of Minnesota v. Derek Michael Chauvin - Office of Minnesota Attorney General with Finsbury Glover Hering
Issues Management
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The Great Grape-Nuts Shortage of 2021 - Post Consumer Brands with Carmichael Lynch Relate
Public Affairs
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The Facebook Whistleblower - Frances Haugen with Bryson Gillette
Media Relations
Corporate Media Relations
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From "Floating Petri Dish" to "Safer than Main Street" - Navigating the Pandemic, Regaining Trust and a Healthy Return to Sailing - Royal Caribbean Group with Weber Shandwick
Product Media Relations (consumer media)
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IHOP Milkshake Monday - IHOP with DeVries Global
Product Media Relations (trade media)
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Bospar Takes Unistellar To New Heights - Unistellar with Bospar
Digital and Social Media
Digital Campaign
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Happy Birthday, Twitter - Canadian Centre for Child Protection with No Fixed Address
Social Media/Social Networking Campaign
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Midol No Apologies Period - Midol & Bayer with twelvenote
Influencer Marketing
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#StayStrongTogether fueled by 'got milk?' - California Milk Processor Board with ROX United
Branded Journalism
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The 3M State of Science Index: Shattering Stereotypes with "Not the Science Type" - 3M with Ketchum, Generous Films, and Passion Point Collective
Word Of Mouth
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"Have You Ever Put Butter on Pop-Tarts?" - Kellogg's with Weber Shandwick
Experiential
Publicity Stunt
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7-Eleven Gamers' Paradise - 7-Eleven with M Booth
Special Event
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A Night of Lowemance - Lowe's Home Improvement with FleishmanHillard
Sponsorship
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Iceman to Canton - Coors Light with ICF Next & Alma
Trade Show
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Navigating Virtual Trade Shows as a New Normal Post-Covid - Updox with ARPR
Specialist Audience
Marketing to Men
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Huddle Up: Let's Talk Obesity - Novo Nordisk and NFL Alumni Association with FleishmanHillard
Marketing to Women
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BIC's Gold Medal Shave - BIC with MikeWorldWide
Marketing to Youth
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Tampax Gets a (Social) Makeover - Tampax with MSL
Multicultural Marketing
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A Love Letter to Black America from America's Black Doctors and Nurses - Black Coalition Against Covid-19 with Real Chemistry
Silver SABRE Awards
PR Agency Employee Program
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Juice & Beyond: Driving Inclusivity at Weber Shandwick - Weber Shandwick
PR Agency Citizenship
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Small Girls PR University Presents B.E.S.T. - Small Girls PR
PR Agency Marketing
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Time to Face the Influencer Pay Gap - MSL
Thought Leadership In PR
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Accessible By Design - Current Global