Their "labour" spot, for Tower Hamlets Council, was judged the top work by the freelance writer and director, Paul Burke. The ad targets pregnant mothers who want to give up smoking to protect their unborn babies.
The runners up in the awards, held in association with Campaign, were the JWT creative team Kevin Masters and Miles Bingham for their Autotrader anti drink-drive campaign, called "GPS"; and Geoff Smith and Simon Butler of Grey London with their "post" spot for the Parkinson's Disease Society.
Burke said: "Pick of the bunch was, without doubt, ‘labour'. It's a great radio commercial because it couldn't have worked in print or on TV. Simple, straightforward and very powerful. I cannot imagine how a pregnant woman could smoke after hearing this."
To listen to the winning ads, follow the Aerial Award link at arielsfoundation.co.uk.
The annual Aerial Awards will be held in March and will be co-chaired by the Bartle Bogle Hegarty executive creative director John O'Keeffe and the Angell Sound managing director Nick Angell