BEST OF THE BEST AWARDS: Best Creative Team

Art director Kim Gehrig (on the right in above picture) and copywriter Caroline Pay seem to have slipped into advertising almost by accident.

As Gehrig says: "I never meant to do advertising, but got into it and then found out I could do it." Pay seems similarly surprised. "When I was 12, my career advisor asked me what I wanted to do and advertising was the longest word I could spell."

With Schweppes - their most awarded campaign to date - there was a serious challenge for the team to reinvent the mixer brand. "The pitch team here was us and Robert Saville, with Andy Medd and George Bryant as the strategy people. We were trying to transform Schweppes, which was a dusty old brand, into a modern brand with a modern voice."

Saville had been a fan of Alison Jackson's photography and her work reflected what Mother was trying to emphasise with Schweppes. The mixer was keen to push itself forwards as the original mixer to underline the difference in quality between a premium brand mixer and an own label.

Gehrig and Pay comment: "We thought, if we are going to play in the arena of big brands, we have to behave like one and be confident about who we are."

They describe working with Jackson as "like working in a creative team of three" and the client, who was also heavily involved with the creative process, also "loved it", according to Gehrig and Pay. "Leslie (Davey, the marketing manager of Coca-Cola GB) came to the Campaign Press Awards and was so excited when we won the gold."

Other work which has won the team awards includes the "marathon" spot for Cup-A-Soup. How did they come up with the bizarre idea of showing marathon runners preparing a Cup-A-Soup instead of the usual water? "There was us, Robert (Saville), Mark (Waites) and the strategist Andy Bellass working alongside us and we agreed to work on the idea that there are certain times when you wouldn't have a Cup-A-Soup."

Expect to see more work on Schweppes from Gehrig and Pay in 2003, as well as their work on COI Communications' Department of Health drugs awareness campaign.

The consensus among the judging panel was that the all-girl team from Mother were two rising stars to whom the industry should be paying much attention. The judges were also impressed by the diversity of their creative output.

While judging, Paul Briginshaw, the creative director at Miles Calcraft Briginshaw Duffy, said: "Gehrig and Pay's work took my breath away."

Also in the running for the title of creative team of the year was Lowe's Vince Squibb, who greatly impressed the judges with his versatile style of working, and Fallon's creative directors, Richard Flintham and Andy McLeod.

Shortlist: Tony Barry (Lowe), Martin Casson & Matthew Abbott (AMV), Richard Flintham & Andy McLeod (Fallon), Jerry Hollens & Mike Boles (RKCR/Y&R), Tony McTear & Mark Hunter (BBH), Antony Nelson & Mike Sutherland (Saatchi & Saatchi), Dave Price & Neil Lancaster (McCann-Erickson Manchester), Adam Scholes & Michael Long and Hugh Todd & Anna Toosey (Saatchi & Saatchi), Vince Squibb (Lowe), Justin Tindall & Adam Tucker (BMP DDB), Luke Williamson & Yan Elliot (Mother)

CAROLINE PAY AND KIM GEHRIG, Creative team, Mother

AWARDS 2002

Schweppes "Blair": Campaign Press (gold, commendation); Creative Circle

(bronze); D&AD (silver nomination)

Schweppes "Archer": Campaign Press (2 golds, 2 silvers, 2

commendations); Creative Circle (silver, 4 bronzes); D&AD (silver

nomination)

Schweppes "Camilla": Campaign Press (gold); Creative Circle (silver, 2

bronzes); D&AD (silver nomination)

Schweppes "Sven": Campaign Press (gold); Creative Circle (bronze); D&AD

(silver nomination)

Cup-A-Soup "marathon": Cannes (silver Lion); Creative Circle (silver)

Dr Pepper/Coca-Cola "emergency": Creative Circle (gold)

Dr Pepper/Coca-Cola "O' friendly father": Creative Circle (bronze)

Topics