The two men designed competing signature ranges of Bjorn Borg underwear. Who would sell more?Produced in limited edition, the collections reflected their mirror-image personalities and all proceeds went to charity.The two stars launched the contest with a public relations blitz at Wimbledon – naturally - while we concentrated on online buzz and reviving memories of their tennis rivalry.We produced an intriguing pair of videos—one featuring Bjorn Borg, the other John McEnroe - and seeded them across the web. It was only when you were drawn to our website to watch the two simultaneously that you could see how they fit together, the perfect example of the perfect match.And we launched a personality quiz on social networks for participants to learn who might be their perfect match. The quirky quiz was designed to spark discussion. The prize was a trip to New York to meet the stars.

We earned coverage across the world’s media, including: ESPN, Eurosport, CBS, NBC, Fox, Washington Post, USA Today, The Telegraph, Vogue, CNN, Reuters, Expressen and Aftonbladet (Sweden’s leading tabloid).You can’t buy coverage like that, but you can value it: €250 million.The viral films received over 2 million unique views, and the campaign page was visited 500,000 times by visitors from 134 countries. Over 30,000 people took the Perfect Match quiz, generating over 1 million impressions on social networks.And after 30 years, we made an extraordinary thing happen. Now, Bjorn really does love John.