Despite being founded in 1961, Guldägget had never included a sustainability category. To inspire the industry and accelerate the transition to a more sustainable future, Differ Agency argued that work driving positive change deserved recognition.

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In 2023, Differ published an op-ed in Resumé asking: “Where are the ecological eggs?” The initiative caught the attention of agency +1, and together we approached Komm, the organization behind Guldägget.

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Working closely with Komm, Differ and +1 developed the award criteria and framework for the new category, later named Omställningsägget. The proposal was approved, and in 2024 the first award ever sustainable golden egg was launched.