Dresscode Underwear

Björn Borg’s underwear is just as loud as its marketing, and the number one brand rule of this Swedish label is “Don’t be boring!” Obviously, their online activities are no exception. Although the designs of their pants are truly eye-catching, the brand was not very well known in Germany at first. After all, the relevant prints were mostly covered by jeans.

This is why we created a Facebook competition that was held in several stages and was totally new in this form. The prize was a private party, including a DJ, drinks and also a cleaning team for the following day. As a special gimmick, the party had bouncers who only let people in if they were wearing Björn Borg underwear.

Client: Björn Borg