Bjorn Borg invites Swedes to work off their anger in a 'Rage Gym'

Visitors can 'slam doors, flip tables and throw things into a brick wall'

Published On
Mar 27, 2019

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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."


Mar 27, 2019
Client :
Bjorn Borg
Agency :
Nord DDB
Art Director :
Emelie Jinhee Johnsson
Copywriter :
Martin Lundgren
Copywriter :
Martin Lundgren
Graphic Design :
Tor Westerlund
Client Director :
Hanna Ternström
Client Manager :
Tina Munck
Planner :
Andrea Dahlbäck
Planner :
Andrea Dahlbäck
Planner Director :
Johan Rynell
Print Production Manager :
Anna Lisspers
PR Director :
Susanne Johansson
Social Media & Content Manager :
Jonas Eriksson
Chief Creative Officer :
Andreas Dahlqvist
Production Company :
Producer :
Daniel Israeli
Photographer :
Milan Ovrlinic
Scenographer :
Niklas Lund
Editor :
Martin Zaar
Online :
Edward Lever
Sound :
Ponytail Sounds
Brand Communication Manager, Björn Borg :
Emma Bengtsson
Brand Marketing Manager, Björn Borg :
Johanna Juhlin
Social Content Specialist Björn Borg :
Cecilia Eklund

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