In Swedish fashion brand Björn Borg’s world of love, weapons of mass destruction become weapons of mass seduction – its latest underwear collection.

A digital campaign was created as part of the Bjo¨rn Borg says JA! to Weapons of Mass Seduction campaign. Visitors to thedrop.bjornborg.com found a world map. They were able to drag a gun sight across the map and nominate a place they felt ought to be “bombarded” with Björn Borg’s weapons of mass seduction, i.e. underwear. Visitors had 30 days to cast their votes to decide where 450 pieces of underwear would be “airdropped”. The winner was one of the world’s most mysterious cities – Pyongyang.

We turned the campaign site into a blog, where we chronicled our journey every day. The campaign attracted more than 285,000 unique visitors and generated 250 news stories (including CNN, Le Monde, Voice of America, Time Magazine, Huffington Post, Washington Post and WSJ).

Visitors to thedrop.bjornborg.com found a world map. They were able to drag a gun sight across the map and nominate a place they felt ought to be “bombarded” with Björn Borg’s weapons of mass seduction, i.e. underwear. Visitors had 30 days to cast their votes to decide where 450 pieces of underwear would be “airdropped”. The winner was one of the world’s most mysterious cities – Pyongyang. We turned the campaign site into a blog, where we chronicled our journey every day.

The campaign attracted more than 285,000 unique visitors and generated 250 news stories (including CNN, Le Monde, Voice of America, Time Magazine, Huffington Post, Washington Post and WSJ). And an estimated €365,000 worth of publicity.