Neil Saul from Publicis and Cian Tormey, Rothco won the Best Yet 2012 creative competition in Oslo. The team qualified for a place at this year’s event after coming second in The Irish Times and ICAD-sponsored Best Yet young Irish creative team of the year in March. The client brief in Oslo was to drive international sales of Jarlsberg cheese, Norway’s third biggest export product.
The brand positioning was unique taste, premium quality and the secret Norwegian recipe. Best Yet aims to encourage young creatives to create great work, including eye-catching newspaper ads. Saul and Tormey devised a ‘ wax newspaper’ concept which the judges said was innovative, creative and stood out.
Gavin O’Sullivan, creative director, DDFH&B-JWT and jury member, said Best Yet is a tough competition comprising the best young creative advertising talent from across Europe, together in one room, working under the pressure of a looming deadline, with a product with which they are less than familiar.
The winners got flights, accommodation and a four-day pass to next month’s Cannes Lion Advertising Festival.
Next year’s competition will be in Vienna. Dublin will host the event in 2015.