Swedish fitness brand Bjorn Borg has made something of a specialty of focusing on the psychology of sport. Previously, for example, it created the Rage Gym that let people slam doors and throw stuff at brick walls.
Its latest project, via Nord DDB, is a classical symphony that's optimized to help you work out. Titled ”Symphonia Exercitii Et Intelligentiae,” it's designed, says the brand, not only to increase your workout results, but also make you smarter (because classical music is supposed to make your brain more intelligent).
The almost 10-minute-long cinematic symphony, available on Spotify, was composed by noted classical composer Jonas Valfridsson and has been performed by a Swedish orchestra. The agency also worked with a neurologist and a trainer to create the track.
Valfridsson comments: "To be asked to write a symphony for a workout was an unusual request, and a challenge as a composer. With inspiration from my favorite 'Rocky' workout anthems, it feels like I have composed the soundtrack to my own superhero movie. I also wanted the piece to have an upbeat and rhythmic feel, without losing the melodies and counterpoints of classical music. Through the music I want to convey the feeling of facing a challenge and the proudness in fighting and overcoming it."
There' campaign also includes a music video, seen here. While shooting it, Björn Borg decided to move its compulsory office workout activity, known as "sports hour," to a concert hall. There, the staff got to experience the symphony, performed live by the Jönköpings Sinfonietta.
"We want to inspire and encourage people to exercise," says Emma Bengtsson, brand communications manager at Björn Borg. "We know how good it feels, but by talking about the positive benefits in relation to our brain, we now know it’s not just about a feeling—it’s science. With this symphony we talk about how working out can make us smarter. At the Bjorn Borg office, we work out together, and we wanted our team to experience this magical symphony performed live by an orchestra. And, of course, sweat it out on stage while listening."