This sportswear store invited customers to trade in their drugs for clothes

Swedish retailer Bjorn Borg continues its 'Chase the Exerhighs' campaign in the real world

Published On
Sep 24, 2018

Editor's Pick

Earlier this month, Swedish sportswear retailer Bjorn Borg and agency Nord DDB debuted a trippy film comparing the elation you get from exercise to the highs you get from drugs, as part of its new “Chase the Exerhighs” campaign. Now, to carry out the idea into the real world, the brand opened a retail shop in which shoppers could get their hands on limited-edition Bjorn Borg pieces--by paying with their drugs.

At the pop-up in Amsterdam, Bjorn Borg told shoppers they could swap their weed, pain killers or other stash for limited pieces featuring illustrations by Patrick Saville, whose ‘70s-style art also evokes the feeling of a dreamy, tripped-out state.  At first, some scratched their heads, but eventually returned to make an exchange.

According to the agency, it confiscated all the “payments” by burning them, but unfortunately, didn’t do any analysis whether any of the drugs were of the illegal sort. 



Sep 24, 2018
Client :
Bjorn Borg
Marketing Director :
Jonas Lindberg Nyvagn
Brand Marketing Manager :
Johanna Juhlin
Agency :
Nord DDB
Chief Creative Officer :
Andreas Dahlqvist
Account Director :
Hanna Ternström
Account Manager :
Linda Lonaeus
Art Director :
Clara Uddman
Art Director :
Petter Swanberg
Senior Copywriter :
Martin Lundgren
Senior Designer :
Jesper Hellzen
PR Director :
Susanne Johansson
Planning Director :
Johan Rynell
Planner :
Andrea Dahlbäck
Designer :
Tor Westerlund
Social Media & Content Manager :
Jonas Eriksson
Producer :
Matilda Callenbo
Producer :
Stefan Wikstrom
Interactive Producer :
Erik Hagström
Director :
Matilda Callenbo
Production Manager & Coordinator :
Christine Norberg
Director of Photography :
Natan Gullström
Director of Photography :
Olle Lindholm
Post Producer :
Tomas Wall
Klipp :
Gustav Ostrom
Online/Grade :
Natan Gullström
Set Design :
Linda Björkman
Set Design :
Johan Ryman
Illustrator :
Patrick Saville

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