Björn Borg Underwear - Peace on earth

Fight war with dirty underwear!
How to turn a promotion campaign into a global mission!
Björn Borg Underwear is from Sweden. And you know what? Swedes are a bit naive. At Farfar, we took this blue-eyed attitude and turned it into great marketing. Peace on Earth was a mission in its purest form, exporting one of Sweden's finest traits: staying out of war (the last battlecry uttered by a Swede died in 1814). The plan was simple: Collect people's wornout underwear and send them to the warmonger of your choice. Here is a film that explains it:
Spread print
Mission statement
The mission HQ at bjornborg.com
Advertising is usually full of empty promises, but I'm proud to say this marketing ploy actually delivered. Enjoy the first deliverance of dirty undies to George W Bush in 2007:
Outdoor, week 1
Outdoor, week 2
Magazine ad

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