Entries were submitted to the competition – which was carried out in association with the Postimees, the newspaper covering the Eurobest festival – by three teams.

The runners-up were ‘Hamster’ by Ed Labetski and Madis Taras and ‘Improvisation’ by Ivar Jaanus. The national round was used to find the cleverest creative solution to advertise Tallinn as the European Capital of Culture, both within Estonia and abroad.

The idea running through the winning work is ‘culture makes us better people’. One idea the artists proposed was that careless drivers should be issued with museum passes instead of parking fines; that school kids who do something wrong should be given tickets to the theatre or concert instead of a note home for their parents; and that library-goers who fail to return their books on time should be given cinema tickets instead of a late penalty.

The artists even see ATM receipts acting as passes. Their campaign is designed to influence people through culture and help them bring about changes within themselves.

“This is a really original approach, and handing out tickets in the way the campaign sets out is bound to have a novel effect,” said Katrin Remmelkoor, the marketing manager for the Tallinn 2011 foundation, who formed part of the competition jury along with other representatives of the foundation, the Postimees and advertising agencies.

“It’s sure to generate more interest in Estonia, too,” she added.

The winners will take part in the Young Creatives Integrated Competition of the Eurobest festival. As in the national round, those taking part in the competition will have 48 hours to come up with an advertising campaign for a charity or non-profit organisation.

The pan-European Eurobest festival, an offshoot of the Eurobest Awards, is being held this year for the second time. It will take place in Amsterdam from 25 to 27 November. The Young Creatives Integrated Competition is open to advertising students and advertisement designers up to the age of 28.