Behind the BAFTA: Big Zuu Fronts Major New Campaign from BAFTA and Digital Cinema Media to Inspire the Talent of Tomorrow

London, UK ( August 19, 2022 ) -
  • 60” cinema ad, created by DCM Studios and narrated by double BAFTA-winner Big Zuu, showcases huge diversity of career pathways into the screen industries
  • Premiering in UK cinemas from 19 August, the ad targets a 16-34 audience seeing this year’s most anticipated films including “Nope”, “Don’t Worry Darling” and “Bullet Train”
  • A supporting campaign across BAFTA’s social platforms will highlight industry pathways and guidance for the next generation to take a first step into the industry

BAFTA and Digital Cinema Media (DCM) have partnered on a major new cinema campaign to inspire and ignite the next generation of creative talent, by showcasing the diverse range of skills and knowledge that goes into making award-winning films, games and television – from writing to wardrobe, coding to camera-rigging, and special effects to sound.

The cornerstone of the campaign comprises a new national cinema-ad produced by DCM’s creative arm: DCM Studios. Narrated by double BAFTA-winner Big Zuu, the ad features actor Tom Hiddleston opening a BAFTA envelope to reveal an unidentified winner, with Big-Zuu asking the audience: “If it’s your name in that envelope, who do you thank?” Rare behind-the-scenes content and clips from iconic films including “Skyfall”, “Get Out” and “1917”, celebrate cast and crew behind the camera to encourage budding creative talent to see themselves in a future screen industries role. It ends with the uplifting message: “There are a lot of people behind every BAFTA. You could be one of them.”

A supporting careers campaign led by BAFTA on its social and digital platforms will highlight free resources and guidance provided by the arts charity spanning mentoring, bursaries, networking opportunities, masterclasses and career development initiatives, to help talented people take their first step into the film, games and television industries.

The ad premieres on Friday 19 August across the UK, aimed at a broad, diverse audience, aged 16-34 – comprising over 50% of cinemagoers. It will run for seven weeks, appearing alongside films including Jordan Peele’s new movie, “Nope”, Olivia Wilde’s forthcoming thriller, “Don’t Worry Darling” and David Leitch’s new action comedy movie, “Bullet Train” featuring Brad Pitt.

Donna Mathews, Executive Director of PR and Communications at BAFTA, said: “Every year BAFTA celebrates the extraordinary creativity and skill of all those working in Film, Games and Television, whilst also providing learning and development opportunities to nurture the next generation of talent. This special collaboration with DCM brings this work together and invites audiences to look behind the famous mask to see a snapshot of the many and varied careers in the screen industries, and the huge wealth of talent and expertise behind every BAFTA. We are so grateful to double BAFTA winner Big Zuu for his support, and hope this celebratory call-to-action will encourage filmgoers to explore the learning resources BAFTA has to offer and inspire some BAFTA winners of the future too.”

Jeremy Kolesar, DCM Studios Creative Director, Digital Cinema Media, commented: “We’re thrilled to have worked with BAFTA on this campaign. The power of the cinema environment extends beyond the movie, offering an immersive unique space that drives engagement in the same way the power of BAFTA extends beyond the iconic BAFTA mask. We came up with the idea of looking behind the mask to deliver a unique brand narrative that celebrates and raises awareness of the role BAFTA plays within the UK arts scene, engaging new cinema audiences to discover ways they can get involved.”

BAFTA is celebrating its 75th anniversary as the world’s leading independent arts charity focused on championing creativity and opportunity in Film, Games and Television. Find out more about the initiatives and events aimed at inspiring and supporting talented individuals to build careers in the creative industries, regardless of their backgrounds, here.

BAFTA – the British Academy of Film and Television Arts – is a world-leading independent arts charity that brings the very best work in film, games and television to public attention and supports the growth of creative talent in the UK and internationally. Through its Awards ceremonies and year-round programme of learning events and initiatives – which includes workshops, masterclasses, scholarships, lectures and mentoring schemes in the UK, USA and Asia – BAFTA identifies and celebrates excellence, discovers, inspires and nurtures new talent, and enables learning and creative collaboration. For more, visit BAFTA is a registered charity (no. 216726).

About Digital Cinema Media
Digital Cinema Media (DCM) is the market leader in UK cinema advertising, providing almost 3,500 screens at over 500 sites for advertisers. DCM sells 80.1% of the cinema advertising market through exhibitors including Cineworld, ODEON, Vue, Curzon, Picturehouse Cinemas and many other leading independent cinemas. The power of cinema is its ability to reach and engage audiences with no distractions. The biggest screen, a dark room, the best sound and impactful content means cinemagoers are engaged and ready to be told stories, so brands have an unrivalled opportunity to entertain and connect with them. In the last few years, cinema advertising has also become easier to plan and buy, becoming more flexible and even more affordable, with shorter production lead times, improved sound, and picture quality.