NEW YORK, October 24, 2018 – BCW (Burson Cohn & Wolfe), a leading global communications agency, today announced it won two Global SABRE Awards. Presented by leading industry publication The Holmes Report, the Global SABRE Awards celebrate superior achievement in branding, reputation and engagement and recognize the 40 best PR campaigns in the world from the past year. The awards were presented at a ceremony during #PRovoke19, the Holmes Report’s Global PR Summit, in Washington, D.C. on October 23.
PU:REST - A Waste Water Beer with Carlsberg Sweden, IVL Swedish Environmental Institute & New Carnegie Brewery – Number 7
If the world wants access to clean drinking water in the future, waters must be protected from hazardous waste and wastewater must be recognized as a viable resource. The Swedish Environmental Institute (IVL) performs a water purification technique that transforms sewage water into high-quality drinking water, yet many preconceptions exist around purified sewage water and few people are aware of the existing technology. So BCW came up with the idea for PU:REST, a beer created with sewage water purified though IVL’s technique. PU:REST was produced by The New Carnegie Brewery in Stockholm, owned by Carlsberg Sweden, and launched at a party held at brewery where IVL scientists spoke about the purification technique and water issues from a global perspective. PU:REST was also sampled at “Smaka på Stockholm,” an annual, globally renowned food festival in the center of the city, and during Miljöfesten (The Environmental Party), one of the most popular events in the annual “Politician’s Week” in Almedalen, where politicians and influencers toasted with PU:REST while discussing water conservation and purification. Just two weeks after the launch, PU:REST sold out 2,400 liters and earned media outreach resulted in more than 500 articles around the world with a total reach of more than 470 million and zero percent negative publicity.
Yeh Diwali HONOR Wali’ (A Diwali with Honor) – Number 28
Chinese smartphone brand HONOR wanted to leverage the Indian festival of lights, Diwali, the biggest celebration in the country of shared joy and family, to connect with consumers in the market. It’s the festival of gifting, and for brands, a time to really put their best foot forward. HONOR decided to go beyond the usual discounts and offers and based its campaign on relationships and togetherness. Genesis BCW’s insight that come Diwali, people always make time for family and friends, no matter how busy they are, led to HONOR’s festive campaign ‘Yeh Diwali HONOR Wali’ (A Diwali with HONOR). Genesis BCW and HONOR used genuine stories by a carefully chosen band of influencers around families coming together for Diwali. Through media relations, digital and content creation, the campaign helped HONOR record 300 percent sales growth compared to Diwali 2017 and sell over one million smartphones in under three months. It garnered 513 stories and in a consumer survey of HONOR owners, 82.1 percent said they would recommend HONOR to others.