The Skin Collection Garbergs Annonsbyra für Bjorn Borg

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The Skin Collection

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Branche Lingerie (en)
Medien Digital, Design und Branding
Markt Schweiz
Agentur Garbergs Annonsbyra
Creative Director Petter Odeen
Art Director Lotta Marlind
Copywriter Sedir Ajeenah
Designer Jessica Carenfeldt, Peter Herrman
Veröffentlicht März 2016

Belohnungen

Cannes Lions 2016
Product Design Goods: Lifestyle, Fashion, Leisure, Sports & Outdoor Product Design Lion

Kredite und Beschreibung

Agency: Garbergs
Brand: Björn Borg
Country: Sweden
Advertising Agency: Garbergs, Stockholm
Entrant Company: Garbergs, Stockholm
Media Agency: Garbergs, Stockholm
Pr Agency: Garbergs, Stockholm
Production Company: Garbergs, Stockholm
Additional Company: Garbergs, Stockholm
Agency Producer: Annika Witkowska (Garbergs)
Copywriter: Sedir Ajeenah (Garbergs)
Designer: Jessica Carenfeldt (Garbergs)
Creative Director: Petter Ödeen (Garbergs)
Art Director: Lotta Mårlind (Garbergs)
Account Director: Anna Frick (Garbergs)
Designer: Peter Herrman (Garbergs Project)
Execution:
The underwear were made in a lightweight polyamide material for a close-to-nothing sensation. The tonal waistband features an embossed Björn Borg-logo that adds a premium look. The underwear comes in a pack of one. The material is 86% polyamide and 14% Elastane to maintain high breathability and comfortable fit. The Skin Collection comes in a hotpant for her and short shorts for him in six different shades based on the Fitzpatrick skin scale.
Synopsis:
In Europe, white power movements and nationalistic political parties have been winning ground side by side with increasing amounts of refugees in desperate need of a new start. The political climate has become more polarised, a fact that makes the United Nation’s Racial Discrimination Day on March 21 more important than ever. To show colour, sport fashion brand Björn Borg tributes equal rights through the launch of “nude” underwear for all. So-called “nude” underwear traditionally only caters to white skinned individuals, offered in tones like beige or blush, despite the fact that an 84% majority of the world’s population has a skin tone other than the standard “nude” colour. To put the light on this inequality, Björn Borg introduces the Skin Collection – an underwear line in six shades of human, following the Fitzpatrick skin scale*.
Outcome:
The campaign has received international praise in social media and by journalists. Several international fashion outlets have reported, such as Metro, Marie Claire, Elle and Mic. Leading to over 20 000 pieces of underwear sold and 210 % increase in traffic to bjornborg.com. Mic: ”Björn Borg's New Underwear Line Proves "Nude" Is Not a Color”Marie Claire: "An underwear collection for all skin tones"Elle: "Björn Borg launches nude collection for all skin tones"Metro: ”Go Björn Borg for launching underwear for all skin tones!"Interview: ”Six shades of human"Out Magazine: ”Daily Crush: Skin underwear by Björn Borg”Fucking Young: ”Björn Borg launches “nude” underwear for all skin tones!”
Campaign Description:
So-called “nude” underwear traditionally only caters to white skinned individuals, offered in tones like beige or blush, despite the fact that an 84% majority of the world’s population has a skin tone other than the standard “nude” colour. To put the light on this inequality, Björn Borg introduces the Skin Collection – an underwear line in six shades of human, following the Fitzpatrick skin scale*. The collection was launched on the United Nations Racial Discrimination Day on March 21, 2016 through selected stores and through the Björn Borg web shop, www.bjornborg.com.