The ad, featuring the famous monster hopping in pain after stepping on a "small but tough" Polo, claimed the prize for the best individual poster.
There was good news also for Lowe London, which took the gold for best campaign for Nestle's Quality Street.
It marked an early triumph for Lowe's newly promoted executive creative director, Ed Morris, who wrote and art directed the winning work.
However, Matthew Bull, the Lowe chief executive, who chaired the judging panel, lamented what he claimed was the overall poor quality of the entries.
"I think we were genuinely shocked at the poor standard of the body of work," he said.
- Close-up, p20.