It should come as no suprise to anyone that the coveted Golden Egg (Sweden) in the category alternative media went to King, Stockholm, for their "crop circle ads" in fields lying directly beneath the flight path of their target market. To sell SJ's cheap train fare, their ads bragged about the low prices in plain view of those who were in the airplanes above.
On a field beneath Malmö's airport.
On a field in view for travellers from Göteborgs airport.
On a field below Arlanda, Stockholms airport.
Silver in the same category was shared by Ikea and Röhsska museet.