Chase the Exerhighs – Björn Borg

Exercise does brilliant things with our bodies, that’s no news. What’s more fascinating is what it does to our brains. When working out your brain releases serotonin, adrenaline, dopamine and endorphins. These are the same substances released by ecstasy, LSD and other "happy drugs".

Based on this insight, Swedish sportswear brand Björn Borg released an integrated campaign manifesting that working out can get you high.

In outdoor media, we displayed a series of “highs” that you can achieve by doing different types of intense workouts.

For social channels, we made a long-format video featuring a neuro scientist, who explained exactly what happens in your brain when you get high from working out. 

As a PR activation, we took over a local coffeeshop in Amsterdam and turned it into a “Coffe Swop” letting people trade their drugs for custom trippy Björn Borg sportswear. One high for another!