Lenovo and BCW took home the Platinum SABRE Award for the best public relations campaign at the 2021 Global SABRE Awards ceremony, which took place virtually this evening as the culmination of the 10th PRovokeGlobal PR summit.
'From the World's Factory to the World's Engine', described as "the perfect blend of great strategy, quality creative content, and actual business results" by judges, helped to reframe traditional perceptions of Chinese manufacturing, underpinned by a branded documentary that ultimately drove B2B business conversions for Lenovo's smart manufacturing solutions.
The campaign is the first Global Platinum winner from the Asia-Pacific region, beating out 300 winning campaigns—selected from close to 5,000 total entries—from SABRE competitions in Asia, EMEA, North America, Latin America and Africa.
The top five campaigns were rounded out by:
2. The last older person to die in loneliness—BBK Foundation with LLYC
3. Lifetime Carbon Neutral—VELUX with Ketchum UK
4. Shoppable Girls—Covenant House with Weber Shandwick Canada
5. ASD: Rockin' the Spectrum—Jake's House with Edelman Canada
The complete list of Global SABRE winners , counted down from number 40 to number 1, can be found here.
“Once again, the range of winning campaigns, from sales-oriented business-to-business marketing to corporate purpose to reputation management to employee communications and creative marketing, showcases the breadth of the public relations profession and the different ways in which clients are using PR to strengthen relationships with their stakeholders and add value,” said Paul Holmes, chair of the SABRE judges.
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