CHASE THE EXERHIGHS
|Category||A04. Consumer Durables|
|Title||CHASE THE EXERHIGHS|
|Entrant||NORD DDB Stockholm, SWEDEN|
|Idea Creation||NORD DDB Stockholm, SWEDEN|
|Andreas Dahlqvist||NORD DDB Stockholm||Chief Creative Officer|
|Hanna Ternström||NORD DDB Stockholm||Account director|
|Linda Lonaeus||NORD DDB Stockholm||Account manager|
|Clara Uddman||NORD DDB Stockholm||Art Director|
|Petter Swanberg||NORD DDB Stockholm||Art Director|
|Martin Lundgren||NORD DDB Stockholm||Senior Copywriter|
|Jesper Hellzén||NORD DDB Stockholm||Senior designer|
|Susanne Johansson||NORD DDB Stockholm||PR Director|
|Johan Rynell||NORD DDB Stockholm||Planning director|
|Andrea Dahlbäck||NORD DDB Stockholm||Planner|
|Tor Westerlund||NORD DDB Stockholm||Designer|
|Jonas Eriksson||NORD DDB Stockholm||Social media & content manager|
|Frode&Marcus||Frode&Marcus||Director & Photography|
|Josephine Lundquist||HOUSE Agency||Producer|
|Stina Lindgren||HOUSE Agency||Production manager|
|Lisa Berkert Wallard||HOUSE Agency||Set design|
|Tereza Ortiz||HOUSE Agency||Styling|
|Ignacio Alonso||HOUSE Agency||Make up|
|Joe Yves||HOUSE Agency||Hair|
|Marcus Pettersson||Casting Sweden||Casting|
|Lode Kuylenstierna||HOUSE Agency||Editing|
|Calle Buddee Roos||Ponytail Sound Post Production||Sound|
|Hugo Guerra||HOUSE Agency||Comp|
|Sebastian Loven||HOUSE Agency||Comp|
|Lukas Thuvesson||HOUSE Agency||Comp|
Why is this work relevant for PR?With the campaign we could reach out to media and stakeholders in different sectors with a campaign with multiple touchdowns. A talkative (and for some a bit provocative) event, exerhighs branded clothes, scientist that prove our point, trippy visual films and even exerhighs classes for influencers. At the same time as the idea wakes curiosity, it´s also provocative which makes it engaging and newsworthy. Everything ties together with the one fact that we believe anyone can agree on – workout is better than drugs! The films spread in social media inspires to a trip that anyone can experience through exercise.
BackgroundBjörn Borg is a small sports fashion brand from Sweden, competing in a world of giants. Given they only has a fraction of the marketing budgets the bigger sports brands have, they always need to find new ways to stand out in the competition. Something that now is put on its ends when Björn Borg is about to launch its new sports wear collection.
Describe the creative ideaThere’s no news exercise does brilliant things with our bodies, what’s more fascinating is what it does to our brains. When working out your brain releases serotonin, adrenaline, dopamine and endorphins. These are the same substances released by ecstasy, LDS and other happy drugs. So Björn Borg released Chase The Exerhighs. A campaign linking exercise to taking happy drugs – manifested in one simple thought: Working out can make you high.
Describe the strategyScience have told us that sports is good for us. It betters our health, but also our sex life, our iq and our confidence. However norms is holding people back from hitting the gym, pitch or track. Björn Borg is a brand that always have been breaking norms, that is why we created the communications platform "challenge norms within sports", to make the benefits of an active life available to the many.The first norm we ought to challenge was the notion that exercise has to be boring, something that is emphasized in all Björn Borgs competitors campaigns with serious people looking toughly into the camera. So we asked ourselves, what if we could make exercise fun? We gathered vast amount of data and found out that exercise activates the same signal substances as "happy drugs", like ecstacy does. So we decided to package sports and exercise as a "legal high".
Describe the executionCampaign unit’s inspired people that working out can actually get you high with a manner and tonality taken from the things you experience when on drugs. To prove this and give people a scientific angle on it a neurologic professor explained what happens in your brain when you work out, and the mechanics behind how these neurotransmitters puts you in this state of mind. Work out classes to reach the state of exerhighs together with others were held. Björn Borg even convinced people to swap drugs for sportswear - by turning a coffee shop in Amsterdam into a Coffee Swap. All to manifest one simple thought: That working out can get you high.
List the resultsThe campaign recived 18 million earned media impressions on Björn Borgs main markets in Europe. 95% positive coverage with campaign pictures, films and main messages deliverd. Touch points in multiply important sectors for Björn Borg such as health, sports, business, trade, marketing and lifestyle. Ultimately reaching over 2 million people on Björn Borg’s social channels.
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