Honouring cinema’s most exceptional advertising campaigns, the Digital Cinema Media Awards offer brands and professionals a chance to have their talent, strategy and creative work recognised on the industry’s most prestigious stage.

Best Use of Cinema (Small)

This category recognises campaigns under £250,000 (DCM ratecard) that demonstrate exceptional strategic utilisation of cinema.

Nominees

Alzheimer’s Research UK, Yonder Media – Change The Ending
Boots MOT, EssenceMediacom – A Rallying Call to the Nation: Think Health, Think Boots
Channel 4, OMD – Alone
Co-op Funeralcare, Carat – Talking Now Helps Your Loved Ones Later
Hillarys, Essence Mediacom – Hillarys premiere cinema to propel their AV strategy
Isle Of Man Steam Packet, Essence Mediacom – Isle Of Man Steam Packet - We Take You There
Müller Corner, EssenceMediacom – Müller Corner
NSPCC, OMD – Not Letting Go
PureGym, Carat – Way More Than You Pay For
Samsung, Starcom – Samsung’s Eureka Campaign – Innovation on a Budget
Taylors Coffee, Goodstuff – Taylors Coffee 2023 Brand Launch
The LEGO Group, Initiative – LEGO City & Picturehouse Kids’ Club - Build Their Love For Cinema
Uber, Essence Mediacom – Uber One ’Best Friends’

Winner

LEGO City & Picturehouse Kids’ Club - Build Their Love For Cinema

Team: The LEGO Group, Initiative

The Lego Group and Initiative used cinema insights to enter a unique sponsorship with Picturehouse Cinemas and its Saturday Kids Club. The partnership featured custom on-screen cinema idents and hands-on LEGO City activations across nine Picturehouse cinemas. Complementing this was a robust online strategy, designed to raise awareness of the partnership and sustain product desirability through monthly competitions to win LEGO City bundles.

The DCM Awards 2024 Judging Panel

Maisie McCabe

UK Editor, Campaign

Adam Foley

CEO, Bountiful Cow

Ben Chadd

Chief Client Officer, Mindshare

Beth Freedman

Ex-CEO, Dentsu X

David Wilding

Chief Strategy Officer, EssenceMediacom X

Davina Barker

Sales Director, Digital Cinema Media

Grant Burke

Managing Director, OMD UK

Karen Stacey

CEO, Digital Cinema Media

Kelly Parker

CEO, Wavemaker UK

Matt Landeman

Chief Client Officer, Carat UK

Natalie Bell

CEO, MG OMD

Richard Friar

Managing Director, Starcom UK

Steve Parker

Executive Director, Medialab Group

Tom Cornell

Chief Investment Officer, Hearts & Science

Vee Gunn

Head of AV, Wavemaker North

Vicky Handley

Brand Communications Lead, Lloyds Banking Group

Hillarys Retail AGP Film Pack ABC1 Women 30" EssenceMediacom

Hillarys

Hillarys, the UK’s leading supplier and manufacturer of bespoke window dressings, launched an innovative brand campaign to highlight the importance of expert advice and service when it comes to window dressing. Their creative copy followed the story of a delightful owl character, whimsically guiding viewers to the benefits of tailored expertise. Voiced by Jennifer Saunders, the campaign was set to charm audiences across various media platforms.

+21% and +41%

uplift in awareness and consideration, respectively, amongst those exposed to the ad in cinema

+16%

increase in perception that Hillarys ‘is well known for doing what it does’

The Prince's Trust Charity Film Pack ABC1 Adults 30" Winner T&P

The Prince's Trust

In the autumn 2022, research had found that 2.8 million 16 to 25-year-olds didn’t think their job prospects would ever recover from the Covid-19 pandemic. Youth charity The Prince’s Trust decided to launch a new campaign to drive awareness amongst young people across the UK who were struggling with the repercussions of the pandemic and those hit hard by the cost-of-living crisis. The campaign asks the public to recognise the ‘Class of Covid’ – a generation of young people whose confidence, education and opportunities were stolen by COVID-19 and its resultant lockdown.

4.2pp

incremental reach to BVOD and Addressable TV

47%

felt compelled to act after being exposed to the AV creative

Colgate FMCG Film Pack Adults 30" Wavemaker

Colgate 2022

Colgate Presents Smile Stories is centred around the idea that “our smile is our strength, it’s a simple gesture but it has the power of change our lives and the lives of those around us”. With an emotive 30” copy, Colgate were keen to harness cinema’s power of storytelling and high levels of attention to help the campaign cut through and maximise its emotional resonance with the audience.

59%

of cinemagoers recalled the ad, campared to 49% of the control audience

+14%

of cinemagoers were more likely to agree the campaign had a positive impact on their opinion of the brand, vs. control.

Amazon Prime Video Entertainment & Leisure Film Pack Adults Blipverts Bespoke Idents 30" Initiative

Amazon Prime Video

Ahead of the launch of its new psychological thriller series The Devil’s Hour, Amazon Prime Video collaborated with DCM Studios to create bespoke content that would deliver impact and cut through amongst an entertainment-loving audience.

+56%

uplift in awareness of The Devil's Hour amongst those exposed.

+105%

uplift in viewers who were 'very likely' to consider watching the show among those exposed via cinema.

Awards

Digital Cinema Media Awards 2024

Honouring cinema’s most exceptional advertising campaigns, the Digital Cinema Media Awards offer brands and professionals a chance to have their talent, strategy and creative work recognised on the industry’s most prestigious stage.

Best Use of Cinema (Small)

LEGO City & Picturehouse Kids’ Club - Build Their Love For Cinema

Best Use of Cinema (Large)

Google Pixel Best Use of Cinema

Best Creative Use of Cinema

Stimulating Senses With 4DX And The Royal Air Force

Best 'Marketing for Good' Cinema Campaign

Thriving With Cinema

Best Long-Term Use of Cinema

Harnessing the Power of Independent Cinema

Cinema Champion of the Year - Individual

Guive Shafie

Cinema Champion of the Year - Team

OmniGOV Recruitment Hub

Grand Prix