Visitors to found a world map where they could nominate a place to be bombarded with Björn Borg’s weapons of mass seduction (= their new underwear collection). The winner was one of the world’s most mysterious cities – Pyongyang. We chronicled our journey on a blog on the same address.

+ Covered in Time Magazine, Le Monde, The Washington Times, The Atlantic
+ Over 285 000 unique visitors on the campaign site
+ PR worth €365 000 
+ Nominated in Tomorrow Awards