Awards

Taking back the Crown

Team: Savills, Bountiful Cow

Reasserting Savills’ leadership position as the UK’s premium property agent to a highly discerning high-net-worth audience successfully drove a notable two-year high in salience, consideration, and a dramatic overall lift in valuable market appraisals. Cinema was a key channel in supporting that ambitious re-positioning, with campaign recognition an impressive +14% higher amongst cinema-goers compared to total campaign recognition overall.

'Nothing Cracks Like a Magnum'

Team: Magnum, Mindshare

Magnum's bold “Nothing Cracks Like a Magnum” campaign shifted strategy from owning Share of Voice to owning Share of Sound, bringing to life the Magnum crack in the highest quality audio environment across the biggest screen whilst aligning with one of 2025’s biggest cultural moments. Cinema was integral in driving message takeout, with those exposed to the ad in the cinema delivering a +13% significant uplift in identifying ‘Nothing cracks like Magnum’ to reinforce the brand differentiation.

Should've Gone To... Cinema

Team: Specsavers, MG OMD

Specsavers partnered with DCM to deliver new, relatable sight gags focused on cinema. They disrupted the traditional cinema experience with clever, unexpected “Should’ve” moments like mistaken on-screen cleaners, reversed idents, and TYPO announcements. As a result, brand likeability rose 3%, brand consideration among cinemagoers increased 15%, recommendations to friends jumped 40%, and one-third of viewers said they intended to book an eye test.

Super Hero Alliance: NHSBT, Marvel Studios’ Deadpool & Wolverine and DCM

Team: NHS Blood & Transplant, MG OMD

NHS Blood & Transplant (NHSBT) and MG OMD's winning campaign saw a collaboration with Marvel Studios’ iconic antiheroes Deadpool and Wolverine. Hollywood stars Ryan Reynolds and Hugh Jackman fronted the campaign, inspiring audiences to book blood donations, positioning everyday donors as real-life heroes.

Flight, Film, and Firsts: RAF’s Trailblazing Recruitment Through Cinema

Team: The Royal Airforce, OmniGOV at MG OMD

Partnering with DCM and Cineworld, the “Thrill Seekers” campaign used immersive cinema formats like 4DX and Screen X for powerful storytelling, alongside digital foyer screens, branded experiences and a dedicated film season to deliver strong results including awareness hitting its highest since 2019, and consideration to join surging over 200%.

Rob Powell

Team: Dentsu

Rob is a consistent advocate for cinema, driving its prioritisation through Dentsu’s AV Stack and Attentive Reach tools to optimize AV media splits. He’s overcome restrictions to secure stand out premium placements for clients while successfully re-engaging lapsed cinema spenders. His efforts have contributed to a 481% YoY increase in cinema spend for Dentsu X and a 29% rise across Dentsu overall.

Unilever AV Team

Team: Mindshare

The Unilever AV team has been a transformative force for cinema planning, elevating cinema’s role within their clients’ AV strategies. Over the past year, they have driven a significant increase in cinema investment with spend soaring from c.£375k to a consistent seven-figures, with brands rising seven-fold. They consistently deliver innovative plans, cementing cinema as an indispensable part of Unilever’s marketing mix.

Should've Gone To... Cinema

Team: Specsavers, MG OMD

Specsavers reinvented its iconic “Should’ve Gone to Specsavers” platform for the big screen, delivering clever, disruptive moments that surprised audiences and transformed the cinema experience. The campaign showed how a familiar idea can be re-imagined in bold, innovative ways to keep the brand fresh and culturally relevant.