The retail director of Björn Borg approached us directly to design a sales campaign that was not supposed to be a sales campaign. For all stores throughout The Netherlands and Sweden. From the start of this project we were involved in everything, concept, editorial decision making and execution of the designs and marketing communications involved.
Our idea was to approach the campaign like a sports game. With similar aspects like the start, finish and an award ceremony inside the stores. Completed with price tags, trophies, medallions and more. We thought of the aphorism ‘No Time for Losers’, ironically, when going for a run. During the campaign, the exterior of every store was provided with little extra’s like confetti and garlands to alert customers of increasing discount. It all built up towards a grand finale.