Agency Celebrates Five Campaign Wins at 2021 Global SABREs
– Weber Shandwick Most Awarded Agency of the Night –
At the 2021 PRovoke Global SABRE Awards, held virtually on October 27, Weber Shandwick was the most recognized agency of the evening, with five campaigns included in the top 40 global campaigns of the year. Among the five campaigns included, Weber Shandwick and its clients had two campaigns in the top 10, including “Shoppable Girls” with Covenant House and “Dolor a Mis Espaldas” with Novartis. The annual awards rank the “elite of the elite,” according to PRovoke, from across the world and this year were selected from more than 5,500 entries across 60 countries.
“Shoppable Girls” with nonprofit Covenant House and partners TAXI Agency and Media Experts was ranked #4. The campaign brought attention to sex trafficking through geotargeted out-of-home activations – including shoppable media units – centered around a fictional clothing brand that didn’t sell the clothing advertised, but the models wearing it. “Shoppable Girls” won Best in Show at the North America SABREs earlier this year.
“Dolor a Mis Espaldas” with Novartis Mexico and partners McCann Worldgroup and MRM was ranked #6. The campaign, which translates to “Monster Pain in the Back,” raised awareness of Ankylosing Spondylitis (AS), a type of arthritis in the spine, by enlisting Mexican pop star Ely Guerra to create a heavy metal song – diverging from her usual melodic style to demonstrate the shock of the pain. The campaign offered young people clear and timely information about the condition and provided them with tools to connect them with a nearby rheumatologist. “Dolor a Mis Espaldas” was the only work from Latin America in the Top 10 campaigns honored.
Other campaigns recognized include The Climate Store with Felix and Iceland Feeds the Nation with Iceland Foods.