Björn ♥ John

For the 30th anniversary of their final match, Björn Borg launched John McEnroe Underwear: a tribute to the biggest rivalry in professional sports. But this time, they played doubles.

‘Björn Loves John’ was launched during Wimbledon in July of 2011 with four designs celebrating the golden age of tennis and a part of the proceeds going to charity. Two films were made from hours of archive footage, showing Björn’s and John’s opposite personalities. Separate, they were alright. But when played simultaneously, they interacted perfectly. Inspired by Björn and John, a social experiment was conducted to find the two most opposite people among 700 million Facebook users.

Together, they created a global, integrated campaign with over € 7 000 000 in PR value.