A campaign aimed to shine as much premium light on Pressbyrån’s cinnamon buns as possible. And what better aesthetic to borrow from than the glamorous glow of the typical, early 00’s, perfume-ads? The idea was to create a cinnamon-infused mix of exaggerated poses, exotic animals and made-up French. Did it make sense? No. Did it have to? No. Did people like it? Apparently a whole lot, since people started to steal the ads from the subway to bring them home.