Björn Borg's Trippy Campaign Will Make You Want to Chase 'The Exerhighs'

Training does brilliant things with our bodies, that’s no news. What’s even more fascinating is what it does to our brains. When working out, feel-good chemicals are released in our brain, which are substances similar to drugs. That is the inspiration to Swedish sports fashion brand Björn Borg new campaign ”Chase the Exerhighs”, where psychedelics films shows the hypnotising euphoria and joy of exercise.

"We love sports but we believe that to inspire more people we need to focus on the playfulness and joy in exercise. 'Chase the Exerhighs' focus on all feel-good chemicals that are released in our brain while working out and the joy and euphoria it creates", says Johanna Juhlin, Global Brand Marketing Manager, Björn Borg.

The campaign kicks off with trippy films and pictures showing the euphoria of Exerhighs told through visual explosions of fantasy. Chase the Exerhighs rolls out on all Björn Borg main markets and will be running in-store, outdoor and digitally. Behind the concept is the creative agency NORD DDB.

"It take guts to do things different and fight the giants.  Therefore, we have chosen to move Björn Borgs brand to the breakpoint between fashion and sport. Chase the Exerhighs takes off just right there, and takes us on a real trip", says Andreas Dahlqvist, Chief Creative Officer, NORD DDB.