May 24, 2017
JCP Wins at 2017 SABRE Awards EMEA
Friendship breakfasts at 79 of the country’s asylum reception centres secured Tinemelk and JCP a Gold Prize in the CSR (Corporate Social Responsibility) category at the 2017 SABRE Awards EMEA (Europe, Middle East, Africa) in London.
In the autumn of 2016, the goodvertising project TINE Friendship Breakfasts gathered over 7,000 children and adults for friendship foods at 79 asylum reception centres in Norway. In total, 26 million milk cartons were decorated with an invitation to the breakfasts.
The events were the results of a collaboration between TINE, the Norwegian Red Cross and the TV campaign, and took place the day before the 2016 TV campaign broadcast on NRK. The aim was to tie bonds between Norwegians and asylum seekers in the wake of the refugee crisis.
We are still very proud of this project as we were just in Cannes and received another great European communication award for. Tine Milk should receive lots of credit for having the guts to do this. We look back on a challenging, but extremely important project, Managing Director of JCP’s advertising agency, Camilla Watz Johannessen says.
The agency also won an Innovation Award in the «Social Good» category at the In2 Innovation Summit, awarded in conjunction with – and ahead of – the SABRE Awards, but handed out at the awards.
SABRE Awards, often referred to as the «European PR Championships» received a total of 2,400 contributions, of which only a tenth made it to the jury. JCP was also nominated in the categories «Crisis Management» and «Consumer Marketing» for their work with the 2016 Biathlon World Championships and Volvo Norway, respectively.
From the left: Kristine Nergaard, A.D; Lars Eia Kirkholm, Account Director; Camilla Watz Johannessen, Managing Director and Paul Little, Creative Director of JCP Ignite.