PHD Sweden and its client The Swedish Armed Forces, together with ad agency DDB, have been awarded the Columbi Egg award from newspaper Dagens Samhälle. The criterias for participating in the competition is a campaign with a clear message to the public sector, that delivered strong results. 138 campaigns were submitted and 12 were nominated.

The term Columbi Egg (Columbus’ egg) refers to a story in which Christopher Columbus, having been told that discovering America wasn’t a great accomplishment, challenged his critics to make an ordinary egg stand on its tip. After they gave up, Columbus did it himself by tapping the egg on the table to flatten its tip.