The teams were asked to produce regional press ads for Gossard panties and given only six hours to do so before being judged by a panel chaired by Trevor Beattie, the chairman of TBWA/London. The judges (above, from left to right) were: David Hoath, the marketing director of the Newspaper Society; Dominic Mills, the editorial director of Haymarket Publishing; Bruce Haines, the president of the IPA and the chief executive of Leo Burnett; Beattie; the freelance creative Pete Gatley; Tony Davidson, the creative director of Wieden & Kennedy, and Danny Brooke-Taylor, the creative director of BDH/TBWA.
Gill and Carter produced a campaign based on the north/ south divide, with the panties representing the southern part of a woman's body and everything above that the north.
Smetham and Cole's campaign used the idea that Gossard panties feel so good "even Geordie women want to keep them on", thus frustrating Geordie men.
Hoath said: 'We were shown some outstanding work which really took advantage of the creative opportunities offered by the medium."
The campaigns can be seen at: www.creative-juice-awards. co.uk.