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| Author | Joby Reeves |
We're very pleased to announce that our first-fully captioned ad reel for Mission: Impossible The Final Reckoning has been nominated for the MEFA Creative Excellence award.
This award celebrates an exceptional campaign with outstanding creative work that champions diversity and communicates powerful messages of inclusion and authenticity and we're honoured to have our work recognised.
Mission: Make Captioned Ads Possible
In May of this year, Paramount Pictures UK and the British Deaf Association took one huge step toward inclusive cinema, joining Cineworld, Vue and Showcase to launch an entire week of daily captioned screenings for the premiere of Mission: Impossible Day of Reckoning, including all the film’s previews.
After a major push from DCM’s sales, exhibition and production teams, the impossible became possible. A near 30 brands were signed up to the initiative, ensuring every captioned screening was preceded by a fully captioned ad reel. This included:
Audi, Chanel, Kia, Paramount +, Samsung, Audible, Spoticar, Sure, Aviva, Technicians, On., Royal Navy, ebay, Lynx, IOI, Nuii, Coca Cola, Penguin, Jet2, Prime Video, Luton Airport Express Boost, Great Anglia, MG, Go Fibre, WhatsApp, Capital One, Talking Futures, Fiat.
Read more about the campaign here.