This lofty ambition was on show in many of the awarded projects. In the gold-winning Project Cooper, for example, designers synthesized months of research documenting thyroid surgeons at work. The final product design, a revolutionary surgical device, was just one element of the overall project. "We weren't necessarily just rewarding the physical result of a process, but the process itself," says Andrew Hartman, director of new business at Philips Electronics' (PHG) Philips Design, who was the chair of this year's jury.