Clients of Ogilvy Public Relations and Weber Shandwick took home five Gold SABRE trophies each and Norwegian public relations firm Trigger and its client Plan Norway won the Platinum SABRE for the best public relations campaign of 2015 for “Stop the Wedding,” which captured the attention of a nation to prevent the marriage of Norway’s first child bride—before revealing that the “wedding” was a hoax to raise awareness of the practice in developing markets.
“Stop the Wedding” beat out four other exceptional campaigns to take home top honors: the Always Like a Girl campaign from Procter & Gamble and MSLGroup, which sought to turn an old insult into a statement of empowerment; The Autocomplete Truth, from UN Women and Memac Ogilvy, which used Google’s autocomplete feature to spotlight global attitudes toward women; Speak Out Against Domestic Violence, a Bulgarian CSR campaign from Avon and All Channels Communications; and a public affairs initiative on behalf of Shale Gas Europe, led by FTI Consulting.
Among the agencies with multiple winners, Weber Shandwick and Ogilvy led the way (Swedish acquisition Prime contributed one of Weber’s five, while Middle Eastern operation Memac Ogily won three). Ketchum won four awards for its clients, while Burson-Marsteller, Edelman (including acqusitions Elan and Dabo), Trigger, and another Norwegian independent Geelmuyden Kiese picked up three each.
More than 650 PR professionals from Europe, the Middle East and Africa gathered at legendary London music venue The Roundhouse to celebrate the winners, selected from a record 2,400 entries to this year’s competition.
PLATINUM SABRE AWARD FOR BEST IN SHOW
#StopTheWedding — Plan Norway with Trigger
FINALISTS
The Autocomplete Truth —UN Women with Memac Ogilvy Public Relations – Dubai
Speak Out Against Domestic Violence — Avon with All Channels Communication Group
Always Like A Girl — Procter & Gamble with MSLGroup UK
Shale Gas Europe — Shale Gas Europe with FTI Consulting
DIAMOND SABRE AWARDS
BRAND-BUILDING
To Do a BlaBlaCar
BlaBlaCar with Burson-Marsteller
REPUTATION MANAGEMENT
McDonald’s at 40
McDonald’s UK with Blue Rubicon
RESEARCH AND PLANNING
Breast Cancer Awareness Campaign
Roche Lebanon with Memac Ogilvy Public Relations
MEASUREMENT AND EVALUATION
#StopTheWedding
Plan Norway with Trigger
GOLD SABRE AWARDS
GEOGRAPHIC CATEGORIES
AFRICA
K9 Anti-Poaching Awareness Powered by Photo-Journalism
Paramount Group with Burson-Marsteller
THE BALKANS
Speak Out Against Domestic Violence
AVON with All Channels Communication Group
THE BALTIC
The Game is on for Women’s Health
The Foundation Pilka jest Piekna, the Federation of Amazon Clubs with Practum Consulting Sp. z o. o.
BENELUX
A Pear for an Apple
Samsung Electronics Belgium with Ketchum Brussels
DACH
The Mystery Scent Oasis
Bolton Austria with Ketchum Publico
CENTRAL EASTERN EUROPE
National Receipt Lottery
TIPOS National Lottery Company with Dynamic Relations 2000
FRANCE
Badoit Express
Danone Eaux France with ELAN-Edelman
IBERIA
DIABETES GETS A BEATING
NOVARTIS with apple tree communications
MEDITERRANEAN
FIFA World Cup Trophy Tour by Coca-Cola: Cohn&Wolfe Turns the World Cup into Everyone’s Cup
Coca-Cola with Cohn & Wolfe
THE MIDDLE EAST
Park it Right
Al Baik with TRACCS
NORDICS
Try my Hybrid
Toyota Norway AS with Geelmuyden Kiese and Saatchi & Saatchi
RUSSIA AND THE CIS
Grants of Gratitude: Introducing the #IOU Grant’s Scotch Whisky Global Concept to the Ukrainian Market
William Grant & Sons LTD with Mainstream Communication & Consulting
TURKEY
“Women First”
Vodafone Turkey with Hooper Consulting International
UNITED KINGDOM AND IRELAND (SMALL BUDGET)
Just for Tots for Butlins
Butlins with Unity
UNITED KINGDOM AND IRELAND (MEDIUM BUDGET)
Wear the Rose
O2 with Hope&Glory PR
UNITED KINGDOM AND IRELAND (LARGE BUDGET)
#FollowTheFairies
M&S with Unity
MULTI-COUNTRY CAMPAIGN
Bringing Moto Back
Motorola Mobility with Weber Shandwick
PAN-EUROPEAN CAMPAIGN
“Little Boy Freezing”
SOS Children’s Villages with Släger Kommunikasjon AS
GLOBAL PROGRAMME
Taking Pestaurant Global
Rentokil with Brands2Life
PRACTICE AREAS
BUSINESS-TO-BUSINESS
Kick the Fax out of Football
DocuSign with Chameleon PR
CONSUMER MARKETING (EXISTING PRODUCT)
All Things Hair
Unilever with Weber Shandwick
CONSUMER MARKETING (NEW PRODUCT)
#4eversticky –How to Remain Attached for the Whole Life
3M with MY PR
INTEGRATED MARKETING
Launch of Robinsons SQUASH’D
Robinsons with iris Worldwide
INSTITUTIONAL IMAGE
#StopTheWedding
Plan Norway with Trigger
EMPLOYEE COMMUNICATIONS
The Social Ironman
PwC Norway (Western Region) with Geelmuyden Kiese
FINANCIAL COMMUNICATIONS
Printing Money for the Fastest Kickstarter Ever
M3D with Dynamo PR
CAUSE-RELATED MARKETING
Secret Continent
Sodastream with FleishmanHillard
COMMUNITY RELATIONS
Breakfast with Finland
Arla with Miltton
CORPORATE SOCIAL RESPONSIBILITY
Preparing Today for the Jobs of Tomorrow
Samsung Electronics Romania with MSLGROUP The Practice
PUBLIC EDUCATION
Breast Cancer Awareness Campaign
Roche Lebanon with Memac Ogilvy Public Relations
CRISIS MANAGEMENT
The Book of Mormon Musical Response and Launch of “Ask a Mormon” Advertising Campaign
The Church of Jesus Christ of Latter-day Saints with APCO Worldwide
ISSUES MANAGEMENT
#FreeAJStaff
Al Jazeera
PUBLIC AFFAIRS
Multimedia Project “UN Hundred’
Ukraine Crisis Media Center with СFC Consulting Company
CORPORATE MEDIA RELATIONS
The DGC-X-Factor! How DGCX Transformed its Regional and Global Profile
Dubai Gold & Commodities Exchange (DGCX) with Weber Shandwick
PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)
Hawking Talking
Paddy Power with Taylor Herring
PRODUCT MEDIA RELATIONS (TRADE MEDIA)
doorgaan.nl
De Amersfoortse with Coebergh Communicatie & PR
DIGITAL CAMPAIGN
The Autocomplete Truth
UN Women with Memac Ogilvy Public Relations
SOCIAL MEDIA/SOCIAL NETWORKING
#phonies
HTC with Hope&Glory PR
BLOGGER OUTREACH
A Truly Surprising Holiday: Being Swept Away by the Unexpected!
Curaçao Tourist Board Europe with FleishmanHillard
GUERRILLA MARKETING
Dill
Lidl with Cohn & Wolfe Stockholm and INGO
PUBLICITY STUNT
Samsung Midnight Rainbow
Samsung Electronics UK with Red Consultancy
SPECIAL EVENT
Welcome to Hotel VW California by Frank PR
Volkswagen with Frank PR
SPONSORSHIP
Everyday Men
NIVEA MEN with Porter Novelli
TRADE SHOW
Canon Cabast
Canon with DABO & CO
MARKETING TO MEN
The Spirit of BACARDI, A Graphic Novel
BACARDI Rum with Citizen
MARKETING TO WOMEN
Always Like a Girl Campaign
Procter & Gamble with MSLGROUP UK
MARKETING TO YOUTH
#ClearasilBFF
Reckitt Benckiser/Clearasil with Geelmuyden Kiese
MULTICULTURAL MARKETING
How Finland said ‘We Do’
Tahdon2013 with Miltton & Miltton Creative
INDUSTRY SECTORS
AUTOMOTIVE
The Stutterheim Puzzle
Volvo Cars with Jung Relations
FASHION AND BEAUTY
More Courage for Myself
Unilever Germany/Dove with Edelman GmbH
FOOD AND BEVERAGE
Hello, My Name is Vladimir
BrewDog with Manifest London
HOME AND FURNISHINGS
With the Right Tools You Can Create Wonders
Jordan Painting Tools with Trigger
ENTERTAINMENT
#Hoffornot
David Hasselhoff with Golin
FINANCIAL SERVICES
Ebola Fund Raising Campaign
ABAX with Blast Communications
FOOD SERVICE
Serving the UK
McDonald’s UK with Blue Rubicon, Portland Communications, Red Consultancy and Aiken PR
RETAILERS
Making Premiumness Affordable
MediaGalaxy with Dăescu Borțun Olteanu
TRAVEL AND TOURISM
Are you Klaus-Heidi?
Lufthansa with Burson-Marsteller and DDB Stockholm
ENERGY AND NATURAL RESOURCES
Shale Gas Europe – An Engaging Platform to Rebalance a Highly-Emotive Debate
Shale Gas Europe with FTI Consulting
PROFESSIONAL SERVICE FIRMS
Carat
Carat with W Communications
REAL ESTATE AND CONSTRUCTION
Building Informed Intelligence
Barbour ABI with Tangerine PR
TRANSPORTATION AND LOGISTICS
Unlock Christmas with Avis
Avis with Tin Man
CONSUMER ELECTRONICS
Finding the G Spot (Launching the LG G Series Mobile Phones in South Africa)
LG Mobile with Ogilvy Public Relations
TECHNOLOGY: HARDWARE
Printing Money for the Fastest Kickstarter Ever
M3D with Dynamo PR
TECHNOLOGY SOFTWARE
Lords of the Fallen Video Game Launch
CI Games with Hill+Knowlton Strategies
TELECOMMUNICATIONS
Information Age and the Queen’s Tweet
BT with Porter Novelli
WEB-BASED BUSINESS
Karenina. Live Edition
Google Russia with Ketchum Maslov
ANIMAL CARE
Where’s Mum?
PuPaid with Bellenden
CONSUMER HEALTH
“C” – Not Just a Metro Line
AbbVie Czech Republic with Ogilvy Public Relations
HEALTHCARE PROVIDERS
Health of a Nation
synlab Czech with Ewing Public Relations
MEDICAL TECHNOLOGIES
Improving Diabetics’ Lives
Roche Diabetes Care Switzerland with Farner Consulting AG
PHARMACEUTICAL RX
Living Like You
Novartis Pharmaceuticals AG with Weber Shandwick
ASSOCIATIONS
White Wedding – When Milk Meets Art
Landesvereinigung der Bayerischen Milchwirtschaft (Bavarian Dairy Association) with Ketchum Pleon GmbH
EDUCATIONAL AND CULTURAL INSTITUTIONS
Communication Lab: Bringing up Science Communicators in Russia (Or the First Experiment on Scientists)
RVC with SPN Communications
GOVERNMENT AGENCIES
“Active Citizen”
Moscow City Government with – PR Inc. business communication agency
NOT-FOR-PROFIT
Piece of Trash Penalty (#sopigstaffskala)
ECPAT Sweden with Prime
culled from:holmesreport.com
