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The who’s who of the media and advertising industries gathered at the Ham Yard Hotel last night to see in and celebrate the latest winners of the Digital Cinema Media Awards held in partnership with Campaign.
The big winner on the night was Three and LG’s I Know What You Unboxed Last Summer – an extended branded content piece which won the judges over for its brave and bold nature and took the award for the Best use of cinema in an integrated campaign as well as the overall Grand Prix prize.
XX VIDEO - LG entry
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 seven categories this year. Following the success of last year's competition, once again the judges had their work cut out with entries up on 2015's inaugural run and a diverse mix of brands and agencies entered.
XX PIC - Winners with Award
A new category was introduced in 2016 – the Best ‘marketing for good’ campaign prize – which sets out to recognise work that has delivered a tangible impact for good in the industry. The first recipient of this award was RNLI for its Respect the Water campaign, a hard-hitting interactive piece that encourages the audience to hold their breath and consider the dangers of drowning in open water.
XX VIDEO - RNLI entry
The judges recognised its achievement in effectively targeting the young male audience and the strategy employed by OMD UK in placing the campaign in cinemas near rivers and coastlines.
Other wins on the night included DFS Using cinema to tell stories with MediaCom for Best dynamic targeting in cinema and Smart Energy GB’s Gaz & Leccy live stunt with PHD for Best use of innovation in cinema.
XX VIDEO - Gaz and Leccy entry
The Best newcomer to cinema in 2016 was House of Fraser for its Your Christmas, Your Rules, and the team collected their prize with agency Goodstuff Communications.
XX VIDEO - House of Fraser entry
The Best long-term cinema campaign over the past 12 months was revealed as Meerkat Movies, from comparethemarket.com with MEC to promote the brand's two for one cinema ticket offer.
XX VIDEO - Meerkat movies entry
Three pieces of work received Highly Commended certificates in 2016. The judges decided to award Channel 4’s The Aliens (Best use of cinema in an integrated campaign), Airbnb’s Live There (Best use of innovation in cinema) and Cancer Research’s Right Now (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 2016 brochure with insight from the judges and the nominees in each category.
Best use of dynamic targeting in cinema
DFS uses cinema to tell stories
DFS
MediaCom
Best use of cinema in an integrated campaign
I know What You Unboxed Last Summer
Three and LG
Mindshare UK
Highly Commended
The Aliens
Channel 4
OMD UK
Best long-term cinema campaign
Meerkat Movies
comparethemarket.com
MEC
Best newcomer to cinema
Your Christmas, Your Rules
House of Fraser
Goodstuff Communications
Best use of innovation in cinema
Breaking through the screen: how cinema helped get Gaz & Leccy under control
Smart Energy GB
PHD
Highly Commended
Live There
Airbnb
Starcom Mediavest Group
Best ‘marketing for good’ campaign
Respect the Water
RNLI
OMD UK
Highly Commended
Right Now
Cancer Research
MediaCom
Grand Prix
I know What You Unboxed Last Summer
Three and LG
Mindshare UK