SABRE Awards APAC

Benchmarking the best PR work from across the globe.

Platinum SABRE for Best In Show 2020

KFC: Michelin Impossible

KFC: Michelin Impossible

Brand KFC
Advertiser Yum! Brands
Agency opr Agency / Ogilvy Australia
Country Australia

KFC reversed negative perceptions in Australia and achieved a global reach of 849,417,077 with its campaign Michelin Impossible.

The brand attempted to obtain a Michelin Star; a campaign that began on social media and was quickly swept up by national and international media.

The four-week campaign achieved 724 pieces of coverage and 65% of respondents agreed that it improved their perceptions of KFC’s quality.

Diamond SABRE Awards 2020

Grab: Grab for Good

Grab: Grab for Good

Brand Grab
Advertiser Grab
Agency In-house
Country Asia

Grab aimed to improve the quality of life for 640 million people in Southeast Asia with its campaign Grab for Good.

Videos displayed how Grab’s technology could improve lives and the campaign was localised through events and partnerships.

The campaign garnered over 1,000 pieces of positive media coverage and more industry partners joined the Grab for Good social impact movement.

Hanwha Group: Solar Boat - Clean Up Mekong

Hanwha Group: Solar Boat - Clean Up Mekong

Brand Hanwha Group
Advertiser Hanwha Group
Agency Innocean Worldwide
Country Vietnam

Hanwha embarked on a mission to reduce water pollution and promote behaviour change among local people by raising awareness in Vietnam.

Hanwha developed the first solar-powered boat, complete with a conveyor system that collected floating waste.

The boat collects 400–500kg of waste a day and the social media campaign garnered 39m impressions, 17m views and 281,000 reactions.

Lenzing patches sustainability knowledge gap in fashion with Tencel™ brand “Feel So Right” Movement

Lenzing: Feel So Right Movement

Brand Lenzing
Advertiser Lenzing
Agency BCW
Country Global

Lenzing educated the fashion industry and consumers about sustainable raw materials and promoted TENCEL™ fibres with its global campaign Feel So Right.

Lenzing blended seminars and workshops with a targeted media outreach, as well as collaborating with brands in fashion shows and social media.

The campaign garnered a 91% increase in TENCEL™ products, a 108% increase in the ratio of TENCEL™ feature stories and a 75% increase in purchase intention.