APPLE TREE has been nominated once again at the SABRE Awards EMEA, the awards that recognise the most important initiatives in the world of communications and public relations.

In the 2022 edition of these awards, two strategic APPLE TREE projects are among the finalists. These are “Una caña con…”, for Mahou and “Matrocinio”, the campaign promoting gender equality.

“Una caña con…” is an innovative branded content project produced by SEEDS – APPLE TREE’s internal content creation platform – that seeks to reconnect with a younger audience using digital content developed and co-created with highly relevant people for the target audience, to transmit the values ​​of the MAHOU brand and generate conversation on social networks in an attractive and entertaining way.

The second nominated project is the “Matrocinio” campaign, which is part of the agency’s ongoing ‘goodness’ plan.

On the occasion of International Women’s Day, and recognizing the inequality that currently exists in the area of ​​sponsorships, the agency launched an intiative through to create a new term, “Matrocinio”, which refers to the ‘support or financing of an activity created by or in favour of gender equality’. The campaign implements a concept that transcends the lexicon and that provides, from a constructive and positive vision, a whole new range of possibilities to promote projects and brands that support gender equity with their actions. On International Women’s Day, APPLE TREE held the first Matrocinio in history, an exclusive concert in Madrid by a women’s orchestra, the Délica Chamber Orchestra.

This year’s SABRE Awards EMEA gala, which recognizes the most successful projects in terms of brand, reputation and commitment, will be held in London on May 27th.





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