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PRovoke Global SABRE Awards Trophies

02.24.21 / MSL Staff

MSL U.S. Wins Two Innovation SABRE Awards

MSL U.S. clients were honored with SABRE Innovation Awards at the PRovoke North America Summit on February 24, 2021.

Two MSL U.S. clients were honored with SABRE Innovation Awards at the PRovoke North America Summit on February 24, 2021. Winners included Agree to Disagree: Jif Settles the Jif vs. Gif Debate won the category 'Best Viral'; and Procter & Gamble's Tampax Partnered With Amy Schumer To Turn Question Marks Into Periods won in the category 'Best in Brand Narratives'. 

Both campaigns demonstrated how MSL works with clients to shift conversations and move culture.

Winning campaigns went beyond to push boundaries and prove innovation — and often tapped into the moment and directly addressed one of the critical issues facing the world in 2020. Amongst each of these finalists is one winner that demonstrated the most superior achievement in branding, reputation & engagement through the lens of innovation.

This year the Innovation SABRE Awards North America received more than 700 entries submitted across 60 categories. With many of the entries were designed and developed during unfathomably challenging times, they were unlike anything the PRovoke jury has experienced in recent history - from the global pandemic to the #BlackLivesMatter movement and a feverish political election. Judges evaluated these high caliber entries on their courage, authenticity and ability to dive influence in the market.

MSL's world class clients dominated the shortlist in the most competitive categories:

  • The Home Depot Skeleton Goes Viral Following First-Ever Virtual Seasonal Showcase (Best in Online/Virtual Events)
  • Charmin Go Labs Wipes Up at CES (Best in Digital/Print Media -- General/Consumer/Lifestyle Media [Earned] AND Best in Broadcast Media -- National [Earned])
  • The KitchenAid #MakeItTogether Campaign (Best Overall Use of Social Media & Platforms)

We are incredibly proud of all of our clients and teams doing influential - and impactful - work. Congratulations!

MSL U.S. also hosted a panel discussion at the PRovoke Summit North America - 'Fresh Perspectives on Influence and Innovation'. 

The year 2020 is rapidly fading into our collective past.  But the events of the last twelve months are still very much with us and will continue to define an entire generation. The seismic shifts that have reformulated the fabric of our culture and society will impact our leaders’ approach to influence — and innovation — for years to come. At MSL, we believe leadership comes from all levels. That’s why we are yielding the floor at the PRovoke Summit North America to our industry’s future.

MSL U.S. CEO Diana Littman will introduce a panel of rising stars to discuss innovation in their own words, speak to the comms and social tech trends they’re watching, share their predictions for the next few years and more.

We owe it to them listen, learn and open our minds – they are shaping the future of our industry and, ultimately, the world we all live in.

2021 MSL x PRovoke Panel