Björn Borg
Stealing the Spotlight
In 2017 'Borg vs. McEnroe' world premiered. The sports brand Björn Borg, founded by tennis player Björn Borg created and designed all the clothing for the film. To highlight this, the brand also released 'The Borg Signature Collection''. A collection with design based on retro clothing from the film.
To launch the collection we wanted to take advantage of the hype of the Hollywood film and tie the collection as close to it as possible, by always being visible at the same places as the film.
Case
We created a cinema ad, that ended where the first scene in 'Borg vs. McEnroe' begins. You can watch the case below.
To tie The Borg Signature Collection as close to 'Borg vs. McEnroe' as possible, we shot our models like they were working behind the scenes of the movie.
When Borg vs. McEnroe premiered, our ads were everywhere the movie was...
Our posters next to the official Borg vs. McEnroe poster
...From streets close to cinemas, to movie magazines to ticket websites.
And as the first brand ever, we were on Stockholms most iconic cinema. On a spot usually reserved for movie promotion.
By using the hype from the film, the collection sold out both in store and online. Brand awareness increased by 150% and the collection was even requested by Lady Gaga.
CD: Andreas Ullenius, CW: Erik Ström, AD: August Laustsen