Smith and Ranger win Best Yet European press award

Two Rainey Kelly Campbell Roalfe/Y&R creatives have triumphed in a European awards ceremony recognising top regional press creatives.

Natalie Ranger and Eloise Smith, the joint winners of the UK's Creative Juice Awards, were named the best creative team at the Best Yet European Ceremony.

It is the second consecutive year a team from the UK has won the competition, hosted by the Newspaper Society.

The other successful Creative Juice team, Craig Hunt and James Humphreys from J. Walter Thompson, were last year's winners and one of four pairs to be shortlisted for the 2004 trophy.

After winning the final of Creative Juice, Ranger and Smith faced the challenge of creating a press campaign to launch Smirnoff Twisted, a vodka drink in four fruit flavours.

The creative brief, which was presented by Craig Davis, the chairman of Best Yet and the European creative chief at J. Walter Thompson, was to demonstrate that Smirnoff Twisted brings an unexpected perspective to everything.

Ranger and Smith's winning entry focused on a psychotic inner voice that drives people to perform dangerous activities if they don't give it what it wants: Smirnoff Twisted.

Davis said: "I think that the standard of effort and commitment was pretty amazing. These guys tried really hard on a very tough brief.

"There was some good thinking and one piece of very good thinking that was a deserved and clear winner."

Ranger and Smith saw off competition from 14 teams from seven countries to win the award.

Their prize is a trip to the International Advertising Festival in Cannes next month.

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