JWT, RKCR teams share Creative Juice victory

Craig Hunt and James Humphreys, a creative team at J. Walter Thompson, are celebrating their second successive victory at the Creative Juice awards.

They jointly won Creative Juice with Natalie Ranger and Eloise Smith from Rainey Kelly Campbell Roalfe/Y&R.

Creative Juice, an annual event to recognise creativity in regional press advertising, brings together teams from leading ad agencies to create a press ad for a defined brief.

The joint winners saw off competition from 26 other teams in response to a brief to create a regional campaign for BT Homeplan, a mobile package targeted at families.

Hunt and Humphreys focused on people who do not have families and therefore can't make use of BT Homeplan. Their strapline read: "BT Homeplan. Free calls for families. Spare a thought for those who aren't eligible."

Ranger and Smith positioned various family functions as small businesses that could be advertised in a regional newspapers. One spot read: "Dial a dad, free taxi service, we pick up from anywhere."

Hunt and Humphreys triumphed at the 2003 Creative Juice awards and then went on to win Best Yet, a European competition against teams from other countries. Along with Ranger and Smith, they will also compete in this year's Best Yet in May.

Creative Juice was chaired by Al Young, the creative director at St Luke's.

He said: "To get a great ad in the regional press takes an intimate, close-to-home tone of voice. It is very refreshing so many people captured that."


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