Phil Kitching and Deen Iqbal from Rainey Kelly Campbell Roalfe/Y&R beat 12 teams to take the title with work to address a COI Communications/NHS brief to cut "second-hand smoking".
Kitching and Iqbal's triumph follows wins in the previous two years for UK creatives, including another RKCR/Y&R team last year. The pair had already won the UK Creative Juice awards, and faced competition from winners of similar contests in other European markets.
They answered a brief over 24 hours to tackle the issue of the damage second-hand smoke can do to children. The judges, who included Tove Lanseth from Lowe Brindfors in Sweden, and Stef Jones, the creative director of the UK agency Big Al's Creative Emporium, praised the winning entry for its understanding of the medium.
Runners-up were Amadeus Kompenhans from Saatchi & Saatchi in Germany and Jobbert van Srien and Patty von Egmond from Suntzu in The Netherlands.
Kitching said: "Best YET is an absolutely fantastic event. It's been great meeting everyone and the standard of work has been fantastic."
The winning team receive an expenses-paid trip to Cannes.
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