NEW YORK, October 28, 2021 – BCW, the global communications agency in the business of moving people, today announced that its campaign “From the World’s Factory to the World’s Engine” with client Lenovo won the Global Platinum SABRE Award for best campaign of the year by PRovoke Media at the 2021 SABRE Awards held virtually on October 27. The Global SABRE Awards recognize the top 40 campaigns in the world from the previous year.
This campaign is the first Global Platinum winner from the Asia-Pacific region, besting 300 winning campaigns chosen from nearly 5,000 total entries from SABRE competitions held throughout the year in in Asia, EMEA, North America, Latin America and Africa.
“It is thrilling for this incredible campaign to be named in the best in world at the Global SABREs, and equally exciting that this is the first time a campaign from Asia-Pacific has won the global top honor from PRovoke,” said Donna Imperato, Global CEO, BCW. “This work, of which the centerpiece is a branded documentary film, later shared among key influencers and media, is a fantastic example of the value our Earned+ offer delivers. I am so proud of everyone on our Asia-Pacific team who contributed to this incredible work, and we share this award with our wonderful clients at Lenovo.”
“From the World’s Factory to the World’s Engine” uses a branded documentary featuring people stories to reflect a “New Made in China” era to arouse emotions and weave branded content into public discourse. Teaming up with Tencent News with top-quality video creation, the documentary was launched through the most influential media, Xinhua News Agency and China News. The team used an omni-channel media strategy to increase awareness with precision and bring impact to the primary audience, such as business decision makers who were targeted through Tencent and WeChat Moment ads, resulting in sales leads. Technology, business, vertical industry, and film influencers on Weibo were engaged to discuss the stories about current Chinese manufacturers, followed by a media relations campaign to round off a 360-degree communications matrix.
The “Groom Their Future with Gillette Barber Shuraksha (Safety) Program” campaign from Genesis BCW with Gillette India ranked number 18.
Earlier in 2021, BCW’s Europe & Africa region won the SABRE for Regional Consultancy of the Year, while BCW China was named Greater China Consultancy of the Year.