The creative team's work on road safety for the Department for Transport landed them the award at a ceremony organised by the Newspaper Marketing Agency.
In the best art direction category, Lowe London's Ed Morris, Johnny Leathers and George Prest won a £5,000 prize for their work for the John Lewis Partnership.
Rob Burleigh, Ben Stilitz and Colin Booth of Leagas Delaney won the £5,000 prize for the best copywriting on their ad for Stannah.
A £10,000 prize for the best partnership between creative and media agencies was won by MediaCom's James Thomas and Clare Nash and DDB London's Rob Messeter and Mike Crowe for Volkswagen.
Smarter Communications won a "topicality" award for an ad that aimed to boost Indian tourism following the Celebrity Big Brother race row.