We’re proud to share that PHA has been shortlisted for the ‘UK & Ireland – Large Budget’ category at the SABRE Awards EMEA 2026 for our work on JAECOO’s Earning Our Badge campaign.
The SABRE Awards, run by PRovoke Media, are the world’s largest PR awards programme, recognising excellence in branding, reputation, and engagement across global markets. To be shortlisted alongside leading agencies and brands from across the region is a significant achievement and a real testament to the work behind this campaign.
Earning Our Badge set out to do something challenging: launch a completely unknown automotive brand into a sceptical UK market and build credibility from the ground up. Through a year-long, social-first strategy rooted in real-world use, cultural relevance, and authentic storytelling, the campaign helped establish JAECOO as one of the most in‑demand new car brands in the country within 12 months.
This shortlist recognises not just strong results, but the strategic thinking, creativity, and collaborative effort across teams that made the work possible. We’re incredibly proud of what was achieved with JAECOO — and grateful to our partners and clients who trusted us to help build the brand the right way.
Winners will be announced at the SABRE EMEA Awards ceremony in London, May 21 2026.
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Being shortlisted for a SABRE Awards EMEA reflects what we do best: helping brands move from unknown to unmissable through creativity that works at any scale.
For JAECOO, Earning Our Badge was a connected ecosystem of social‑first activations designed to build credibility, culture, and commercial impact. By starting with audience insight and letting social lead, we were able to scale ideas far beyond the feed and into the real world.
Across the year, we took JAECOO to every extreme:
- Earning Our Badge: A year‑long, social‑first brand platform that launched JAECOO in the UK from zero and helped establish it as one of the most in‑demand new cars in the market.
- Enter the Extreme: A culture-driving partnership bringing JAECOO together with Universal’s Jurassic World Rebirth IP. What started as social storytelling scaled into high-impact OOH and a TV ad, placing the brand at the centre of a global entertainment moment.
- Range Revolution: A reality‑TV‑style YouTube film created with leading automotive creators to put JAECOO’s range to the test. The long‑form content was then broken down and disseminated through social-first formats to maximise reach, engagement, and credibility.
- Live & Event Activations: From the London Pet Show Live to major lifestyle, sporting, and automotive events like CarFest and the EPCR Finals, we brought JAECOO into real spaces where families and communities already were. Working alongside brand ambassador Chris Robshaw, we captured content that proved utility through participation, not proclamation.
By meeting audiences in the moments that mattered, and showing up consistently with creative that felt earned, we helped JAECOO build a name on social, contribute to rapid market share growth, and truly live up to the ambition of earning its badge in the UK.
If you’re looking to transform perception, build credibility fast, or launch your brand with award‑winning creative, get in touch with our team of specialists today at hello@thephagroup.com.