The ad was created by Publicis Dialog for charity Depaul Trust to raise awareness of, and generate donations for, homeless people.
Judges were particularly impressed with the way the campaign used its interactivity as a response tool.
Viewers were able to dictate how the ad featuring a homeless youth ends, and could then click through to a microsite to make a donation.
Adam Crozier, chief executive of Royal Mail and chairman of this year's DMA Awards judges, said: "While there was an incredibly strong body of work entered into the DMA Awards this year, we were looking for work with a cutting edge that opens up new avenues for direct marketing.
"Publicis Dialog's interactive DRTV ad for Depaul Trust does just that," he added.
The DMA Awards were presented at the Grosvenor House Hotel on Park Lane on 9 December.
A multiple winner on the night was Harrison Troughton Wunderman, which scooped six golds for its work on campaigns for Xerox and M&G Investments.
Story won the most golds for a single campaign - five in total - for its work for Glenmorangie and its exclusive whisky brand Ardbeg.
Judges described the company's work as "a brilliant demonstration of the craft of direct marketing".
DMA GOLD WINNERS LEAGUE
Harrison Troughton Wunderman 6
Story 5
Craik Jones 3
Arc 1
Chemistry Communications 1
Different 1
DLKW Dialogue 1
DP&A 1
Dunnhumby Cinnamon 1
iSky Europe 1
Joshua Agency 1
Lowe Plus 1
OgilvyOne Worldwide 1
Partners Andrews 1
Presky Maves 1
Proximity London 1
Publicis Dialog 1
Saatchi & Saatchi 1
Tequila\Manchester 1
Tullo Marshall Warren 1
Zalpha/WWAV Rapp Collins 1
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