Åkestam Holst and Swedish Convenience Store Pressbyrån Put the Cinnamon Bun in a New Light

In their new campaign, Swedish Convenience store Pressbyrån puts the cinnamon bun in a new light, to be precise, the glamorous glow and glitz of the early 2000's perfume world.

The cinnamon bun, or ‘kanelbulle’ as swedes put it, is arguably the most beloved pastry in all of Sweden. It’s commonly paired with a coffee for some ‘fika’, and is even crowned with its own special celebratory day – October 4th, which this campaign centres around. 

With messages like "Bûlle de Kanelle" and "J'adore Kanél de Bulle," Pressbyrån boldly borrows from the perfume industries' tricks of the trade. Pretentious models, exotic animals, and come-hither poses are among the applied assets - as they should – in the attempt to achieve cinnamon related buzz.

“We were fascinated by how fashion and perfume advertising get away with such bland messages and 'flat' image choices. So, we tried ourselves to see just how far we could take the idea. Needless to say, we are not that good at French.” said Henrik Billing, creator from the team at Åkestam Holst. 

As the campaign hit the streets and subways, the most surprising part was how the ads were received, or rather stolen, by passersby. 

“We noticed a lot of the ads went missing from all over Stockholm and our media-partners are currently working overtime to fill in the blanks. It's equally confusing and flattering that the ads have struck such a chord. I haven't seen this kind of buzz over an ad campaign since, fittingly, the early 2000’s. Cest magnifique!” said Joakim Khoury, creative director at Pressbyråns long-time-agency Åkestam Holst NoA.