Step into a world where Italians in the 1980s fell in love with Swedish cinnamon buns, turning them into a cultural phenomenon—one that influenced everything from fashion to music. For this year’s Cinnamon Bun Day campaign for Pressbyrån, we built on last year’s concept, expanding it into a fully-fledged universe. We created an Italian fashion campaign, invented a disco duo named ”P. Buroni,” and signed them to MUX Italia, our fictional record label.