Home Sweet Homemade
INFORMATION
Client:
Category:
Year:
Pressbyrån
Outdoor, SoMe, PR
2025
DESCRIPTION
In Sweden, Cinnamon Bun Day is a big deal. Every year, millions of cinnamon buns are bought and eaten. Yet one in four Swedes still prefer homemade ones. For the Swedish convenience store Pressbyrån, that meant missing out on a huge group of potential customers.
There are no official rules for what makes a cinnamon bun “homemade”. Except one: it has to be made in a home. We had to do the only reasonable thing: We had to turn Pressbyrån into a home.
Pressbyrån
Home Sweet Homemade (Hem ljuva hembakat)
Background
In Sweden, Cinnamon Bun Day is a big deal. Every year, millions of cinnamon buns are bought and eaten. Yet one in four Swedes still prefer homemade ones. For the Swedish convenience store Pressbyrån, that meant missing out on a huge group of potential customers.
There are no official rules for what makes a cinnamon bun “homemade”. Except one: it has to be made in a home.
We had to do the only reasonable thing: We had to turn Pressbyrån into a home.
Kanelbullens dag är en av årets mest populära högtidsdagar i Sverige. Det köps, bakas och äts bullar i orimliga mängder. Faktum är att en av fyra svenskar föredrar hembakade kanelbullar framför butiksköpta. För en så stor kanelbulleaktör som Pressbyrån innebär det i runda slängar, en förlorad kundgrupp på 2,5 miljoner personer. Inte bra! Det finns egentligen inga officiella regler för vad som räknas som en hembakad kanelbulle. Förutom en: kanelbullen måste såklart vara bakad i ett hem. Alltså en plats där någon bor.
A home isn’t really a home if no one lives there and to make our Pressbyrån a real home, 19-year-old Kevin moved in for three days around Cinnamon Bun Day.
The store was transformed into a fully functioning home, complete with a kitchen, bedroom and everything he needed to live there. To officially count as a resident, Kevin had to register the Pressbyrån as his official address
For three days, Kevin went about his everyday life in the store while baking fresh cinnamon buns for customers. The whole thing was live-streamed, allowing viewers to follow along and send in challenges and requests.
But most importantly, Pressbyrån became the first convenience store in the world to serve genuinely homemade cinnamon buns.
A home isn’t really a home if no one lives there and to make our Pressbyrån a real home, 19-year-old Kevin moved in for three days around Cinnamon Bun Day.The store was transformed into a fully functioning home, complete with a kitchen, bedroom and everything he needed to live there. To officially count as a resident, Kevin had to register the Pressbyrån as his official address
For three days, Kevin went about his everyday life in the store while baking fresh cinnamon buns for customers. The whole thing was live-streamed, allowing viewers to follow along and send in challenges and requests.
But most importantly, Pressbyrån became the first convenience store in the world to serve genuinely homemade cinnamon buns.
Kanelbullens dag är en av årets mest populära högtidsdagar i Sverige. Det köps, bakas och äts bullar i orimliga mängder. Faktum är att en av fyra svenskar föredrar hembakade kanelbullar framför butiksköpta. För en så stor kanelbulleaktör som Pressbyrån innebär det i runda slängar,
en förlorad kundgrupp på 2,5 miljoner personer. Inte bra! Det finns egentligen inga officiella regler för vad som räknas som en hembakad kanelbulle. Förutom en: kanelbullen måste såklart vara bakad i ett hem. Alltså en plats där någon bor.
Äntligen Hembakat
Äntligen Hembakat
Detta är en platshållartext till caset Äntligen Hembakat. Fyll i vad vi ska säga om caset och varför vi har gjort det. Få det låta coolt och liiiite på riktigt kanske. Sedan kör vi, woop woop.
Så… välkomna hem till Kevin och Pressbyråns butik på Hamngatan 32 där han nu bor.
Butiken har utrustats och inretts med allt som krävs för att Kevin ska få folkbokföra sig där 2-4 oktober 2026. Under perioden kommer Kevin inte bara att leva och bo i butiken, han kommer självklart att baka mängder med kanelbullar. Allt för att vi äntligen ska kunna erbjuda hembakade bullar på Kanelbullens dag.
Så… välkomna hem till Kevin och Pressbyråns butik på Hamngatan 32 där han nu bor. Butiken har utrustats och inretts med allt som krävs för att Kevin ska få folkbokföra sig där mellan 2-4 oktober 2026. Under perioden kommer Kevin inte bara att leva och bo i butiken, han kommer självklart att baka mängder med kanelbullar.
Kevins liv i butiken går att följa via en livestream där tittarna kan se varje steg han tar och även skicka in utmaningar eller andra önskemål.
Allt för att Pressbyrån äntligen ska kunna erbjuda hembakade bullar på Kanelbullens dag.
Så… välkomna hem till Kevin och Pressbyråns butik på Hamngatan 32 där han nu bor. Butiken har utrustats och inretts med allt som krävs för att Kevin ska få folkbokföra sig där mellan 2-4 oktober 2026. Under perioden kommer Kevin inte bara att leva och bo i butiken, han kommer självklart att baka mängder med kanelbullar.
Kevins liv i butiken går att följa via en livestream där tittarna kan se varje steg han tar och även skicka in utmaningar eller andra önskemål.
Allt för att Pressbyrån äntligen ska kunna erbjuda hembakade bullar på Kanelbullens dag.
Work
INFORMATION
Client:
Category:
Year:
Pressbyrån
Outdoor, SoMe, PR
2025
DESCRIPTION
In Sweden, Cinnamon Bun Day is a big deal. Every year, millions of cinnamon buns are bought and eaten. Yet one in four Swedes still prefer homemade ones. For the Swedish convenience store Pressbyrån, that meant missing out on a huge group of potential customers.
There are no official rules for what makes a cinnamon bun “homemade”. Except one: it has to be made in a home. We had
to do the only reasonable thing: We had to turn Pressbyrån into
a home.
Home Sweet Homemade
CASE
7-Eleven
CLIENT
IKEA
Sephora
Pressbyrån
Stallhagen
Side Hustle
ADIDAS
Burger King
Pressbyrån
Max
DESCRIPTION
A home isn’t really a home if no one lives there and to make our Pressbyrån a real home, 19-year-old Kevin moved in for three days around Cinnamon Bun Day.The store was transformed into a fully functioning home, complete with a kitchen, bedroom and everything he needed to live there. To officially count as a resident, Kevin had to register the Pressbyrån as his official address.
DESCRIPTION
For three days, Kevin went about his everyday life in the store while baking fresh cinnamon buns for customers. The whole thing was live-streamed, allowing viewers to follow along and send in challenges and requests.
But most importantly, Pressbyrån became the first convenience store in the world to serve genuinely homemade cinnamon buns.
Creative Duo
Creative Duo
Work
About
The Bun Ball
INFORMATION
Client:
Categories:
Year:
Pressbyrån
PR
2025
DESCRIPTION
In Sweden, Cinnamon Bun Day is a big deal. Every year, millions of cinnamon buns are bought and eaten. Yet one in four Swedes still prefer homemade ones. For the Swedish convenience store Pressbyrån,
that meant missing out on a huge group of potential customers.
There are no official rules for what makes a cinnamon bun “homemade”. Except one: it has to be made in a home.
We had to do the only reasonable thing: We had to turn Pressbyrån
into a home.
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
A home isn’t really a home if no one lives there and to make our Pressbyrån a real home, 19-year-old Kevin moved in for three days around Cinnamon Bun Day. The store was transformed into a fully functioning home, complete with a kitchen, bedroom and everything he needed to live there.
To officially count as a resident, Kevin had to register the Pressbyrån
as his official address
For three days, Kevin went about his everyday life in the store while baking fresh cinnamon buns for customers. The whole thing was live-streamed, allowing viewers to follow along and send in challenges and requests.
But most importantly, Pressbyrån became the first convenience store in the world to serve genuinely homemade cinnamon buns.
Creative Duo
Work
About
Home Sweet Homemade
INFORMATION
Client:
Categories:
Year:
Pressbyrån
PR
2025
DESCRIPTION
In Sweden, Cinnamon Bun Day is a big deal. Every year, millions of cinnamon buns are bought and eaten. Yet one in four Swedes still prefer homemade ones. For the Swedish convenience store Pressbyrån,
that meant missing out on a huge group of potential customers.
There are no official rules for what makes a cinnamon bun “homemade”. Except one: it has to be made in a home.
We had to do the only reasonable thing: We had to turn Pressbyrån
into a home.
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
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.
A home isn’t really a home if no one lives there and to make our Pressbyrån a real home, 19-year-old Kevin moved in for three days around Cinnamon Bun Day.
The store was transformed into a fully functioning home, complete with a kitchen, bedroom and everything he needed to live there. To officially count as a resident, Kevin had to register the Pressbyrån as his official address
For three days, Kevin went about his everyday life in the store while baking fresh cinnamon buns for customers. The whole thing was live-streamed, allowing viewers to follow along and send in challenges and requests.
But most importantly, Pressbyrån became the first convenience store in the world to serve genuinely homemade cinnamon buns.
