The Red Brick Road and BMB win Juice

Teams from The Red Brick Road and Beattie McGuinness Bungay were the joint winners at this year's Creative Juice Awards.

The awards scheme, which is run by The Newspaper Society in conjunction with Campaign, challenged entrants to devise a regional press campaign to promote responsible drinking.

The winning teams were Oliver Meech and Karrie Fransman from The Red Brick Road and Jamie Starbuck and Richard Harris from BMB.

Meech and Fransman's idea took the form of a name and shame ad that directed people to a campaign website and used the strapline: "If you can't remember what you did last night, here's a reminder."

Starbuck and Harris' execution took the opposite approach, emphasising the positive reasons for not drinking to excess.

The joint winners beat entries from 21 ad agencies. Each came up with a campaign for The Drinkaware Trust, the charitable arm of the responsible drinking organisation The Portman Group.

Judges included Al Young, the St Luke's creative director, Matt Bradby, the grants and campaigns manager at The Portman Group, and Robert Ray, the marketing director of The Newspaper Society.