Citizen Wins At 2024 SABREs, Takes Home Innovation SABRE Best In Show

Last week, both the PRovoke’s Innovation SABRE Award ceremony and PRovoke Media’s SABRE North America awards were held in New York City.  

Global communications agency, Citizen Relations, had previously picked up nine Innovation SABRE wins , including a win for Chief Creative Officer, Josh Budd, for Creative Professional of the Year for the second year in a row. At the live ceremony, Citizen’s Asshole Activists campaign was revealed as the winner of the Best in Show Platinum SABRE Award.

At the evening North American SABRE awards, Citizen continued the celebration with an additional two awards in the following categories: 

• Consumer Products – Asshole Activists (TUSHY)
• Guerilla Marketing – Keep It Real Can (Molson Coors Beverage Company). 

The agency was also shortlisted for Consumer Agency of the Year, along with four award shortlists including: 

• Beverage – The Molson Exchange (Molson Coors Beverage Company)
• Financial Services – Talk Money To Me (Coast Capital)
• Consumer Marketing (New Product) – Cup Noodles Gets In On The Breakfast Club (Nissin)
• Guerilla Marketing – SickKids VS: Heal The Future (SickKids Foundation)

The two winning campaigns showcase the innovation Citizen is bringing to client work. The Keep It Real Can campaign for Simply Spiked saw the first-ever lie detector in a can – which uses galvanic skin response technology and heart rate monitors – amass exponential growth, making it the fastest product launch growth in Molson history. 

The Asshole Activists campaign for TUSHY, which most recently won Gold at the CLIO Awards and SIA Awards, takes on a unique and bold approach to bring attention to and honour bidet users.