| Date | |
|---|---|
| Author | Zoe Aresti |
| Categories | awards |
The big winner on the night was Channel 4 and OMD UK’s Channel 4 Paralympics campaign, which looked to promote awareness of the Rio Paralympics and change public attitudes to disability. The campaign was praised for being “super smart” and for showing true knowledge of the cinema medium. It was termed “unanimously the best of the best” by our judges and took the award for Best long-copy cinema campaign, as well as the overall Grand Prix prize.
The DCM Awards, now in their third year, 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.
This year, the categories were refreshed in line with the changing nature of the media landscape in which cinema has become the place to create real cultural experiences. The Best Use of Cinema category was split into Small and Large categories and a newly named Best Long Copy category, which celebrates cinema’s ability to showcase powerful storytelling in film.
We received a record-breaking number of entries this year from a broad mix of brands and agencies and the judges once again had their work cut out.
Wins on the night included the English National Opera and Total Media for cleverly using cinema with a small budget to execute an emotional creative that delivered fantastic business results in the Best use of cinema (small) category.
Vauxhall’s awards season campaign took home the trophy in the Best use of cinema (large) category, being praised for a strong media execution which leveraged the whole cinema environment and the latest targeting capability.
The Best newcomer to cinema in 2017 was Leffe for its Picturehouse Pop Up Sponsorship, with the team collecting their prize with agencies Vizeum UK, The Story Lab, Shine and Zen Experiential.
The Best use of innovation in cinema went to Microsoft / Xbox for its Forza Horizon 3 campaign which used the latest 4D technology to deliver a hugely entertaining and immersive ad. The award was collected with agencies Carat UK & Amplifi, M: United and McCann London.
The Movember Foundation was awarded the Best ‘marketing for good’ campaign prize for its brave, hard-hitting piece that tells real life stories to encourage men to start to talk when things get tough.
Four pieces of work received Highly Commended certificates in 2017. The judges decided to award IKEA’s The Wonderful Everyday – Transforming Purpose into Profit (Best use of cinema (large)), Adidas’ Original is Never Finished (Best long-copy cinema campaign), Bupa’s Living Cinema (Best newcomer to cinema) and YouTube’s YouTube Powered Cinema (Best use of innovation in 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)
‘Madam Butterfly’
English National Opera
Total Media
Best use of cinema (large)
Vauxhall Awards Season
Vauxhall
Carat UK, Amplifi, McCann London
Highly Commended
The Wonderful Everyday – Transforming Purpose into Profit
IKEA
Vizeum UK / Amplifi / Mother
Best long-copy cinema campaign
Channel 4 Paralympics
Channel 4
OMD UK
Highly Commended
Original is Never Finished
Adidas
Carat UK / Amplifi / Johannas Leanardo
Best newcomer to cinema
Picturehouse Pop Up Sponsorship
Leffe
Vizeum UK / the Story Lab / Shine / Zen Experiential
Highly Commended
Living Cinema
Bupa
MEC
Best use of innovation in campaign
Forza Horizon 3
Microsoft / Xbox
Carat UK & Amplifi / M:United / McCann London
Highly Commended
YouTube Powered Cinema
YouTube
OMD UK
Best ‘marketing for good’ campaign
Suicide notes talk too late
The Movember Foundation
Grand Prix
Channel 4 Paralympics
Channel 4
OMD UK