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| Author | Joby Reeves |
From Specsavers’ humorous "Should’ve” spoofs to The RAF’s long-term 4DX brilliance, we looked at 2025’s campaign victors to reveal what it takes to join the illustrious list of DCM Winners.
Learn from the best to build your Digital Cinema Media Awards 2026 entry.
Savills, Bountiful Cow – Best Use of Cinema (Small)
Savills and Bountiful Cow targeted Picturehouse Cinemas using DCM’s Cinemapper, successfully delivering the ad to its target demographic.
What did the judges say?
“The campaign showed exceptional strategic precision, using cinema and DCM tools to identify and efficiently target a highly specific audience. Through hyper-local planning, meticulous execution and a strong understanding of cinema’s impact on behaviour, the campaign delivered outstanding brand and commercial results with clear ROI.”
Magnum, Mindshare – Best Use of Cinema (Large)
The iconic “Nothing Cracks Like a Magnum” campaign hit big screens in 2025 to coincide with the launch of Bridget Jones: Mad About a Boy.
What did the judges say?
“The campaign demonstrated a strong strategic foundation and innovative creative use of sound, placing the iconic Magnum “crack” at the heart of a sensory cinema experience. Backed by robust insight, including proprietary MMM data, the campaign provided a sophisticated understanding of cinema’s strengths, delivering excellent results and commercial effectiveness.”
Specsavers, MG OMD – Best Creative Use of Cinema
The infamous “Should’ve” catchphrase made its cinema debut in disruptive fashion, subverting trailer spots and idents throughout the ad reel.
What did the judges say?
"It transformed the familiar cinema experience into something disruptive and memorable. Through clever use of formats and humour, the campaign brought the Specsavers message to life in a way that perfectly suited the medium, delivering significant uplifts across consideration, recommendation, action intent and audience connection, alongside impressive, quantifiable business impact.”
The Royal Air Force, OmniGOV at MG OMD (Now WPP) – Best Long-term Use of Cinema
RAF embraced the immersive power of 4DX to capture the attention of 16–24-year-olds and deliver long-term victory in cinemas.
What did the judges say?
"An exceptionally creative and immersive use of cinema, transforming the medium from a traditional AV channel into a powerful recruitment platform. Through innovative use of 4DX, ScreenX, creative and culturally relevant film partnerships, the RAF delivered a highly engaging experience tailored to its target audience. And all backed by strong strategic insight, and clear evidence of cinema’s role in driving recruitment.”
Got what it takes to win? Enter now.