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| Author | Joby Reeves |
On Thursday 16 of October, the media industry's leading owners and agencies filled the JW Marriott Grosvenor House in London to celebrate Campaign's annual Media Week Awards.
It was a night of celebration, showcasing the very best campaigns and the highest achieving teams and indivual's in 2025 – DCM returned home with Gold.
We're pleased to announce that Specsavers' smartly exectued and playful 'Should've' cinema campaign achieved gold in the Media Idea – £250k-£1m (Media Owner) category, beating ITV in silver and Google Pixel in bronze respectively.
A DCM Studios production, the Specsavers campaign deliverd a series of spoofed advertisements to trick viewers into believing the preshow cinema reel contained mistakes. In one 30-second trailer, the audience was interrupted by a series of on-screen silhouettes; the moving shadows of a cleaner and a decorator began mistakenly working in front of the trailer, prompting viewers to check if such a blunder had really taken place.
Another ad saw the standard pre-show “turn your phone off” message reversed, with viewers requested to turn their mobile devices on instead. Further idents displayed words purposely turned upside down on-screen, prompting audiences to take a second look.
It was a cinema-first campaign that reimagined one of Britain's most famous advertising slogans.
We are also proud to have been named finalists for five more categories, including:
Rising Star: Kenya Williams, DCM Studios - Project Manager
Sales Team of the Year
Media Brand of the Year
Media owners and platforms, Media Idea: £250K - £1M: “The RAF's battle for gen-z Britain” with Royal Air Force (RAF) and OmniGOV at MG OMD
Large Collaboration: Over £750K: “The RAF's battle for gen-Z Britain” with Royal Air Force (RAF) and OmniGOV at MG OMD
The full list of winners can be found here.