Inferno team wins 'Wanted Ads' award

Will Thacker and Blake Waters, a creative team from the integrated agency Inferno, emerged as overall winners of The Newspaper Society's "The Wanted Ads" awards.

The duo triumphed in a contest against more than 20 other teams, which involved the creation of a regional press campaign for WRAP, the body that works with businesses and consumers to encourage greater recycling.

The Grey creative duo of Raf Donato and Graham Painter were voted runners-up by a jury led by the St Luke's executive creative director, Al Young. The winners and the runners-up will represent the UK in a pan-European equivalent of "The Wanted Ads", to be held in Paris in June.

The winning creative idea involved the use of a local "Gran" character to get the WRAP food-waste message across to regional audiences.

Young said: "The standard was the highest I've ever seen. One reason for this is because now local press is operating across many cross-platforms, this allows for exciting campaign opportunities both on- and offline."

Thacker said: "We had to come up with a way to incorporate the brief and impress the judges in a few short hours."