Björn Borg: Peace on Earth

How to turn a promotion campaign into a global peace keeping mission!

Björn Borg Underwear is from Sweden. And you know what? Swedes are a bit naive. At Farfar, we took this blue-eyed attitude and turned it into great marketing. With Peace on Earth we exported one of Sweden's finest traits: staying out of war. The plan was simple: Collect people's wornout underwear and send them to a warmonger of your choice.