| Date | |
|---|---|
| Author | Zoe Aresti |
| Categories | awards |
The fourth annual Digital Cinema Media Awards, held in partnership with Campaign, took place last night (18 September) at The Ham Yard Hotel. Leading figures from the media and advertising worlds came together to celebrate and reward the most impactful cinema advertising work created by our industry over the last year.
The big winner on the night was Coty Consumer Beauty UK and Zenith’s Max Factor: Putting a Spotlight on the Leading Ladies of Cinema campaign, which over a nine-month long period created bespoke content for cinema that recreated the looks of the leading ladies of two of 2017’s biggest blockbusters: Murder on the Orient Express and The Greatest Showman. Through a media-first partnership with 20th Century Fox, Max Factor worked with DCM & Recipe to combine exclusive film footage with tailor-made tutorials led by Max Factor brand ambassador Caroline Barnes. Max Factor also collaborated solely with Picturehouse, Everyman and Curzon to bring a range of on-screen and off-screen activity to life, including première-style events with make-up lounges, cinema takeovers and competitions.
The campaign was praised for immersing itself within cinema and going “above and beyond with deep integration across all platforms”. It was termed a “stand-out favourite” by the judges and took the award for Best Use of Cinema (Large), as well as the overall Grand Prix prize.
The DCM Awards, set out to recognise and honour the best cinema advertising launched in the past 12 months and prizes were handed out in six categories this year, with one overall Grand Prix prize.
The Awards have evolved significantly since their inception, with a record-number of entries this year from a broad mix of brands and agencies, showcasing the continued growing power of the big screen.
Wins on the night included Kopparberg and Goodstuff for cleverly using cinema with a small budget to deliver a campaign that used all the right touchpoints and a good integration of technology to truly tackle a business challenge, delivering outstanding results in the Best use of cinema (small) category.
Nike’s ‘Nothing Beats A Londoner’ campaign took home the trophy in the Best Use of Long Copy category, being praised for its utterly immersive and enjoyable creative that was well-placed in the cinema environment for impact. The judges said it “demonstrated clever use of budget, leveraging the latest targeting capabilities.”
The Best newcomer to cinema in 2018 was Soreen for its ‘Super Surprising Squidgy sampling’ campaign, which leveraged clever use of a sampling strategy that accessed the right audience with impressive scale and strong results. The award was collected by media agency Goodstuff.
The Best use of innovation in cinema went to Sky for its ‘Sky Trailer Spot’ campaign which saw the ad for its latest original drama, Britannia, mixed in during the ad reel in a new media first ad placement. The judges said the campaign showed “braveness and strong innovation, with real thought going into how to use cinema differently to create a new offering”. The award was collected with agencies MediaCom UK.
NSPCC and OMD were awarded the Best ‘marketing for good’ campaign prize for its Messathon campaign, which used the effective use of local targeting to deliver strong results for a niche, but powerful campaign.
Four pieces of work received Highly Commended certificates in 2018. The judges decided to award Ubisoft and Wavemaker’s Far Cry: Staggered Story (Best use of cinema (small)), Now TV and MediaCom’s The Ultimate Quiz-A-Long with Now TV (Best use of cinema (large)), Columbia Records and the7stars’ First aid Kit: Ruins (Best use of innovation in cinema) and EDF Energy, Disney and Havas Media’s Pretty Curios x Star Wars: Together we are a force to inspire young girls into STEM (Best ‘marketing for good’ campaign) which further highlights the calibre of this year's nominees.
Below is a full list of winners from last night's ceremony. Click here to read more about the winners in the DCM Awards 2017 brochure with insight from the judges and the nominees in each category.
Best use of cinema (small)
Kopparberg, Goodstuff, Driving Footfall from Foyers to Bars
Highly Commended: Ubisoft, Wavemaker, Far Cry: A Staggered Story
Best use of cinema (large)
Coty Consumer Beauty UK, Zenith Media, Max Factor: Putting a Spotlight on the Leading Ladies of Cinema
Highly Commended: Now TV, MediaCom, The Ultimate Quiz-A-Long with Now TV
Best long-copy cinema campaign
Nike, Mindshare, Nike: Nothing Beats a Londoner
Best newcomer to cinema
Soreen, Goodstuff, Super Surprising Squidgy Sampling
Best use of innovation in campaign
Sky, MediaCom, Sky Trailer Spot
Highly Commended: Columbia Records, the7stars, First Aid Kit: Ruins
Best ‘marketing for good’ campaign
NSPCC, OMD UK, NSPCC Messathon
Highly Commended: EDF Energy, Disney, Havas Media, Pretty Curious x Star Wars: Together We Are a Force to Inspire Young Girls into STEM
Grand Prix
Coty Consumer Beauty UK, Zenith Media, Max Factor: Putting a Spotlight on the Leading Ladies of Cinema