2011 Results

Agency (city): CP+B, Gothenburg

Creative Director(s): Gustav Martner, Anders Gustafsson

Copywriter(s): Robert Aquadro, Annica Brinck, Niklas Moberg

Art Director(s): Dennis Rosenqvist, Nika Hellstrom, Joakim Khoury, Mattias Berg, Martin Jon Adolfsson

Production Company (& City): Simon Vahlne, Billes, Hotshot, TMP Media Group; Gothenburg

Agency Producer(s): Alexandra Moberg

Designer(s): Jorgen Bengtsson, Daniel Kvist, Per Westlund

Short explanation

They say good advertising knows its target group. Could it be that simple that the best, local advertising is impossible for an international jury like you to judge? In short; "is good advertising good everywhere?"

Nevertheless, the last couple of years, entries to Swedish national advertising award show “Guldägget” (the Golden Egg) have decreased in favor for international ones. So in order to prove that a Swedish jury understands Swedish work like no one else, three international juries from Asia, Ghana and Latvia were given the assignment to re-judge last years winners of Guldägget.

The result was presented as a short documentary at guldagget.se. By the release, all Swedish agencies also received a revised annual and a reminder to send in entries to this year’s awards, together with new updated diplomas for all the winning agencies.

Description

The last couple of years, entries to Swedish national advertising award show “Guldägget” (the Golden Egg) have decreased in favor for international ones. So in order to prove that a Swedish jury understands Swedish work like no one else, three international juries from Asia, Ghana and Latvia were given the assignment to re-judge last years winners of Guldägget.