BJÖRN BORG SAYS! DA

In response to the Russian "Anti-gay laws", we sneaked in an advertisement in The Moscow Times featuring underwear in rainbow colours declaring that we've opened a Russian web shop (which of course only sold underwear in these colours).

+ Awarded silver in Guldägget (Sweden's finest ad award)
+ Thousands of tweets praising the stunt
+ Australian public service channel ABC produced a 30 second feature story about the campaign
+ "Thank you. Pro-LGBT actions and statements inside Russia are key in reaching Russian influencers with pro-LGBT messages and supporting the LGBT community of Russia," said Yelena Goltsman, founder and co-president of RUSA LGBT.