What's going on in Sweden these days? Earlier this month we saw Clear Channel launch an "emotional art gallery" at the Stockholm Metro to try to calm stressed commuters. And now, sports brand Bjorn Borg has opened a "Rage Gym" in the city for angry Stockholm dwellers to work off their anger.
In a campaign dreamed up by Nord DDB, the pop-up gym will be open this weekend and allow visitors to book a session where they can "slam doors, flip tables and throw things into a brick wall." They can also be coached by Jenny Adolfsson, who's described as a “provocative trainer."
It's being promoted by a film, seen here, in which parking attendants and librarians get to smash things up and talk about some of their secret frustrations with their jobs.
Andrea Dahlbäck, planner at NORD DDB, explains the rationale behind the Rage Gym: "As an underdog in the sports category, Björn Borg needs to emotionally connect with people. Therefore, for the SS19 campaign we wanted to redefine the role of anger in sports and in our lives. We know that holding on to anger is bad for our physical and mental health. Ragefulness is about releasing the negative feelings that block us, and use that extra strength that adrenaline gives us."