Three and Mindshare win Grand Prix at Digital Cinema Media Awards

Three's branded content film, "I know what you unboxed last summer", won the top prize at last night's Digital Cinema Media Awards, run by Digital Cinema Media and Campaign.

The execution [above] took the award for "Best use of cinema in an integrated campaign", as well as the overall Grand Prix prize.

This is the second year of the awards, which aim to recognise and honour the best cinema advertising launched in the past 12 months.

There were seven categories, including a new one for 2016 for the "Best marketing for good campaign".  Apart from Three parent LG, the big winners were DFS,, House of Fraser, Smart Energy GB, Airbnb and the RNLI. Channel 4, Airbnb and Cancer Research were highly commended.

"In many respects, when it comes to great advertising, cinema has a head start on some other media," said Claire Beale, Campaign’s global editor-in-chief and the awards jury chairman. "The sheer scale and impact of the platform and the intensity of the movie-going experience set it apart. Yet so often advertisers and agencies simply don’t exploit the cinema medium to its full potential."

Karen Stacey, the DCM chief executive, said the calibre of entries was inspirational and came from a broad mix of agencies and brands. 

The full list of winners below:

Best use of dynamic targeting in cinema
DFS uses cinema to tell stories

Best use of cinema in an integrated campaign
I know what you unboxed last summer
Three and LG
Mindshare UK 

Highly Commended
The Aliens
Channel 4

Best long-term cinema campaign
Meerkat Movies

Best newcomer to cinema
Your Christmas, your rules
House of Fraser
Goodstuff Communications

Best use of innovation in cinema
Breaking through the screen: how cinema helped get Gaz & Leccy under control
Smart Energy GB

Highly Commended
Live there
Starcom Mediavest Group

Best marketing for good campaign
Respect the water

Highly Commended
Right now
Cancer Research

Grand Prix
I know what you unboxed last summer
Three and LG
Mindshare UK

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