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| Author | Joby Reeves |
From RAF’s immense 4DX experience and NatWest’s community-driven creative, to Lego’s cinema-first kid’s club, we looked at 2024’s campaign victors to reveal what it takes to join the illustrious list of DCM Award Winners.
Learn from the best to boost your DCM Awards 2025 entry.
Best use of Cinema (small) – LEGO City
LEGO partnered with DCM to sponsor the Picturehouse Saturday Kids Club, leveraging Picturehouse's capabilities both on and off-screen with cinema idents and hands-on LEGO City adventure activations.
What did the judges say?
“Lego’s cinema-first kids club had great synergy and strong use of IP. The partnership was fully integrated and contained multiple touch points. The submission also detailed strong results from brand through to sales.”
Best Use of Cinema (Large) – Google Pixel
Google launched the Pixel 8 in cinemas, taking over the ‘Turn Your Phone Off’ spot with a first of its kind contextual message that used Pixel’s Magic Eraser feature to playfully cut out annoying noises in the cinema.
What did the judges say?
“Google Pixel effectively used the creative to merge seamlessly with the cinematic environment and demonstrated a great understanding of cinema’s audience.”
Best Creative Use of Cinema – RAF 4DX
RAF embraced the immersive power of 4DX to capture the attention of 16–24-year-olds. The blockbuster experience included an engaging creative underscored by a series of effects, such as moving seats to imitate the movement of a plane.
RAF went on to become the UK’s first full sponsor of 4DX Technology.
What did the judges say?
“RAF used the 4DX channel perfectly, executing the special effects and creative to produce real immersion. The submission demonstrated a strong rationale for cinema and the results were presented thoroughly with strong arguments to back them up.”
Best ‘Marketing For Good’ – NatWest
NatWest Thrive is a financial confidence and life readiness programme that supports a diverse group of students across the UK.
NatWest provided work experience on a professional film set, and the opportunity to not just create, but star in and deliver a showstopping campaign.
What did the judges say?
“NatWest effectively used the cinema environment to drive engagement. The campaign was also for fantastic cause that involved the community.”
Best Long-Term Use of Cinema – Kia
‘Movement that inspires’ became Kia’s key message across all DCM’s independent cinemas as part of a multi-year campaign which included owning the Gold Spot ad space year-round.
In addition, Kia became the champion of independent cinema via bespoke sponsorships, from the Sundance Film Festival to a comprehensive support of Picturehouse, including its podcast, The Love of Cinema, and tactical activations at their outdoor cinema events and members clubs.
What did the judges say?
“Kia demonstrated a strong use of planning and insights, evolving its use of cinema across the campaign effectively, never standing still.”
The time win is now, enter today.