South African creativity shines in 2025 SABRE Awards shortlist

Twelve South African agencies have earned a place on the 2025 SABRE Awards EMEA shortlist, which recognises excellence in branding, reputation, and engagement. Retroviral known for Shomax's Premier League Launch has five campaigns shortlisted, while The Up & Up Group which is responsible for campaigns like Bullet Proof Park has four.

5 Mar 2025

Selected from over 2,000 entries, the shortlisted work reflects the region’s top achievements in strategic communications. The winners will be announced at the awards ceremony in London on 2 April.

Africa

#ForeverWena — Bill & Melinda Gates Foundation with Ogilvy South Africa
A Moment To Forget — Adasa with Clockwork
From Green to Blue — NTT DATA with Razor (a member of The Up & Up Group)
From the inside out: building inclusive communities and lasting impact — KFC South Africa
Showmax Premier League Launch — Showmax with Retroviral, T+W, grid

Consumer Marketing (Existing Product)

Back to Black — Audi South Africa with Razor (a part of The Up & Up Group)
South Africa's first Shein pop-up store — Shein with Dialogue

Executive Communications

Elevating the voice of the executives: the power of authentic C-suite communication — Vodacom with WE Communications

Corporate Philanthropy and Fund-Raising

Revealing the power of two rand: the transparency of Add Hope — KFC South Africa

Digital Campaign

Breaking Barriers, Building Futures — atingi with Instinctif Partners Africa
Lite Side of The Court — Ab InBEV - Castle Lite with Retroviral, DraftLine, Dentsu, Ogilvy, Capacity Relations

Public Education

Bullet Proof Park — Gun Free South Africa with Razor PR with M&C Saatchi Abel - The Up&Up Group

Influencer Marketing

A decade of Amapiano — Spotify with Irvine Partners

Branded Journalism

Change Starts With One — BIC South Africa with Retroviral & Shaun James Film & Integer

Guerrilla Marketing

Beatbox Baristas — WIMPY with Retroviral, Actorvate & Shaun James Film

Publicity Stunt

Disney+ The Bear Joburg Experience — Disney+ with Clockwork and Studio H

Sponsorship

Outside Lane — HTH South Africa with Retroviral & Picture Cult & Idea Candy
Ya Rona House — Nedbank with Levergy

Marketing to Youth

30 Years of Democracy Through Young Eyes — Of soul and Joy with Razor (a member of The Up & Up Group)
MTN Pulse - Youth Hustle Hub — MTN South Africa with Magna Carta Reputation Management Consultants