7-Eleven
The Bun Ball (Kanelbollen)
Det råder inga tvivel om att kanelbullens mest åtråvärda del är den underbart kladdiga delen i mitten.
Allt gott samlat på ett ställe. Tänk om allt bara bestod av mitten? Det låter filosofiskt men faktum är att det bara är en enkel frågeställning om fysik.
För att möta det svenska folkets önskemål om mer mitten, lät vi några av världens skarpaste hjärnor ta fram en formel på den optimala kanelbulleformen. Efter otaliga timmar i labbet kan vi äntligen ge er slutresultatet: Kanelbollen.
Background
There is no doubt that the best part of a cinnamon bun is the gooey bit in the middle. All the good stuff, gathered in one place.
But what if we could create a gravitational pull strong enough to draw the entire bun into the centre? Almost like creating a cinnamon bun singularity. It might sound philosophical, but in reality, it’s simply a question of physics.
​
To answer the Swedish people's demand for more centre, we asked some of the world's sharpest minds to calculate the ultimate cinnamon bun shape. After countless hours in the lab, we finally revealed the result: The Bun Ball.
The Bun Ball launched during the 2026 FIFA World Cup, when one shape was dominating the conversation: the ball.
​
To celebrate, customers could compete for limited-edition 7-Eleven footballs in stores. Because every Bun Ball lover deserved a proper goal this summer.
Kanelbollen lanserades i samband med fotbolls-VM 2026. Bollformen hade ett momentum och var det enda människor pratade om. Under perioden gick det även att tävla om limiterade Pressbyrån-fotbollar i butikerna så att varje Kanelbollsälskare fick njuta av en riktig fullträff hela sommaren.
Kanelbollen lanseras i samband med fotbolls-VM 2026 – den perfekta tidpunkten då just bollformen har ett momentum och det enda folk pratar om. Under perioden går det att tävla om limiterade Pressbyrån-fotbollar i butikerna så att varje kanelbolleälskare kan njuta av en riktig fullträff hela tiden.
Work
INFORMATION
Client:
Category:
Year:
7 Eleven
Innovation, PR
2025
DESCRIPTION
There is no doubt that the best part of a cinnamon bun is the gooey bit in the middle. All the good stuff, gathered in one place.
But what if we could create a gravitational pull strong enough to draw the entire bun into the centre? Almost like creating a cinnamon bun singularity. It might sound philosophical, but in reality, it’s simply a question of physics.
​
To answer the Swedish people's demand for more centre, we asked some of the world's sharpest minds to calculate the ultimate cinnamon bun shape. After countless hours in the lab, we finally revealed the result: The Bun Ball.
The Bun Ball launched during the 2026 FIFA World Cup, when one shape was dominating the conversation: the ball.
​
To celebrate, customers could compete for limited-edition 7-Eleven footballs in stores. Because every Bun Ball lover deserved a proper goal this summer.
CASE
7-Eleven
CLIENT
IKEA
Sephora
Pressbyrån
Stallhagen
Side Hustle
ADIDAS
Burger King
Pressbyrån
Max
The Bun Ball
Creative Duo
Creative Duo
Work
About
The Bun Ball
INFORMATION
Client:
Categories:
Year:
7-Eleven
Innovation, PR
2025
DESCRIPTION
There is no doubt that the best part of a cinnamon bun is the gooey bit in the middle. All the good stuff, gathered in one place.
But what if we could create a gravitational pull strong enough to draw the entire bun into the centre? Almost like creating a cinnamon bun singularity. It might sound philosophical, but in reality, it’s simply a question of physics.
​
To answer the Swedish people's demand for more centre, we asked some of the world's sharpest minds to calculate the ultimate cinnamon bun shape. After countless hours in the lab, we finally revealed the result: The Bun Ball.
7-Eleven
IKEA
Pressbyrån
Sephora
Stallhagen
Side Hustle
Adidas
Burger King
Pressbyrån
MAX
ABOUT
We're a so-called "award-winning creative duo" currently living and working in Stockholm. Think years of experience across agencies,
in-house teams, startups, global brands and non-profits, mixed with
junior energy and just the right amount of naivety. In other words: experienced enough to know what we're doing, naïve enough to keep surprising ourselves.
So, what's next? Have a look around, be impressed, and get in touch.
Lucas Klarén
+46 76 778 11 86
Lucasklaren@hotmail.com
CONTACT
Carl Almquist
+46 72 240 47 34
calle.almquist@telia.com
DESCRIPTION
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The Bun Ball launched during the 2026 FIFA World Cup, when one shape was dominating the conversation: the ball.To celebrate, customers could compete for limited-edition 7-Eleven footballs in stores. Because every Bun Ball lover deserved a proper goal this summer.
