Winners of Guldägget last night: Alternative Media

Adland: 

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.

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.