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The winners of the 2015 inaugural Digital Cinema Media Awards were announced last night (23 September) at a red carpet event at the Ham Yard Hotel in London. Run in association with Campaign and Media Week, the Awards celebrate and reward the best media campaigns showcased in cinema over the last year.
The top prize of the night, the Grand Prix, was awarded to Heineken and Starcom Mediavest Group for their Open Your Cities campaign.
Discussing the winning campaign, the judges said: “The Grand Prix is obviously hotly debated, but what tipped it for Heineken was a brilliant display of proper integration. The scale of the whole campaign was incredible and cinema was a really well-integrated part.
“The campaign had a truly positive effect on the brand and brand sales. No integrated campaign should exist without cinema, as Heineken has proved!”
Ten prizes were awarded, including five category winners, and four highly commended, along with the Grand Prix, which was chosen by the Judging Panel from the winners of the five main categories.
Says Claire Beale, Global Editor-in-Chief, Campaign: “Campaign and Media Week are extremely proud supporters of these first Digital Cinema Media awards, bringing together the most innovative and inspiring examples of the way that brands are tapping into this powerful medium.
“From the impressive batch of entries it was great to see so many smart examples of brands making full use of the entire cinema experience, from what happens in the foyer before the movie to the interactive possibilities that the Cinime technology has opened up and the flexibility of digital delivery to offer discrete targeting opportunities.
“So if you’re looking for evidence that cinema advertising is not only thriving but also driving innovation, look no further than the worthy winners of these awards.”
Says Karen Stacey, CEO, Digital Cinema Media: “The Digital Cinema Media Awards are about championing and celebrating the very best in cinema advertising, recognising campaigns with the WOW factor that truly engage and influence people through the unique cinema medium.
“The innovations in cinema media together with a strong film slate and ambitious cinema openings across the UK are helping the cinema industry to experience a stellar year.
“What fills me with confidence for our medium more than anything is the great work we’re seeing on the big screen. In its inaugural year, the quality of the entries to the Digital Cinema Media Awards has exceeded all our expectations and the bar has certainly been set high for next year.
“I hope the annual Digital Cinema Media Awards will inspire the industry to maximise the power of cinema for years to come.”
2015 Digital Cinema Media Awards winners
Best Use of Dynamic Targeting in Cinema
Winner
Mini at the Movies, Mini, Vizeum
Highly Commended
Celebrating Edna on Mother’s Day, Camelot, Vizeum
Best Use of Cinema in an Integrated Campaign
Winner
Open your Cities, Heineken, Starcom Mediavest Group
Highly Commended
Meerkat Movies, Compare The Market, MEC
Best Long-Term Cinema Campaign
Winner
Volkswagen & Independent Cinema, Volkswagen, MediaCom
Best Newcomer to Cinema
Winner
Should’ve Gone to the Movies, Specsavers, Manning Gottlieb OMD
Highly Commended
Small Victories, Nuffield Health, MediaCom
Best Use of Innovation in Cinema
Winner
All-Inclusive Family Cinema Ticket, First Choice, MediaCom
Highly Commended
CINIME & Xbox Forza Horizon 2, Live Gaming Xbox, Dentsu Aegis Network
Grand Prix
Open your Cities, Heineken, Starcom Mediavest Group
In total, 37 papers were entered from a range of agencies and brands and were reviewed by an esteemed panel of judges headed up by Claire Beale, Global Editor-in-Chief, Campaign. She was joined by Karen Stacey, CEO of Digital Cinema Media, and figures from the worlds of advertising, cinema and the media, including Karen Blackett, Philippa Brown CEO Omnicom, Andy Edge Commercial Director ODEON, Jon Forsyth Founder adam&eveDDB, Pippa Glucklich co-CEO Starcom MediaVest, Jason Gonsalves CSO BBH,
Greg Grimmer COO Fetch, Tim Lindsay CEO D&AD, Barry Louth Head of Media Planning BskyB, Pete Markey CMO The Post Office, Dino Myers-Lamptey Head of Strategy the7stars and Justin Skinner VP of Marketing Cineworld.
Watch a video from The Digital Cinema Media Awards Judging Day here.