Swedish comfort retailer chain Pressbyrån’s advertising marketing campaign goals to get customers to cease in for a cinnamon bun, however the artistic has proved so scrumptious that the advertisements had been stolen.
The work from Stockholm-based artistic company Åkestam Holst promotes the favored snack, referred to as kanelbulle in Swedish, with the techniques of early 2000s fragrance advertising. Out-of-home advertisements present a shirtless man clutching a cinnamon bun to his chest, a lady in a black turtleneck holding the treats, and fashions posing with their snacks alongside tigers or a horse.
In a shock flip of occasions, a few of the advertisements positioned throughout Stockholm’s streets and subway stations have gone lacking because the marketing campaign launched. Åkestam Holst artistic director Daniel Vaccino guarantees the theft isn’t only a advertising stunt.
“Sadly, or maybe thankfully, the advertisements had been stolen for actual,” he advised Adweek. “We had been advised by the media company who’ve been working further time with filling within the cinnamon bun blanks over the past weeks.”
The marketing campaign additionally incorporates a 15-second spot the place a lady in a golden robe walks barefoot round a mansion, talking in questionable French whereas placing seductive poses. As an alternative of displaying off a brand new scent, she introduces “Bulle de Kanelle” and holds up a cinnamon bun.
Pressbyrån even modified its identify to the extra French-sounding Pressburean so as to add to the luxe fragrance theme.
“The inspiration got here from the 2000s fragrance aesthetic, which oddly appears to be again in vogue,” Vaccino mentioned. “Tigers, ladies strolling in empty mansions, males lurking in waterfalls for no obvious cause — it was just too arduous to withstand. In all honesty, it’s a fairly good technique to seize consideration.”
The marketing campaign launched in September and ties into the designation of Oct. 4 as Cinnamon Roll Day. Pressbyrån shared the artistic throughout its social media accounts and is auctioning off copies of the posters by way of Tradera to boost cash for Preserve Sweden Clear.
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