LUSSEDRÄKTEN
Client
→ Pressbyrån
Recognition
Guldagget – SVT – AdAge
Lucia, a tradition spanning over 100 years, is annually celebrated with candle lit parades in Swedish schools and churches. The Lucia procession features an array of characters with accompanied costumes: Santas, gingerbreads, and lucior.
Surprisingly, the event's most popular sweet, the saffron bun, has been excluded from the Lucia procession. It was time to change that.
We helped Pressbyrån, one of Sweden's leading saffron bun retailers, in designing the costume that Sweden didn't know it wanted, but desperately needed.
The costume was sold in their hundreds of stores across the country and became a real business venture for the convenience chain.
Even though the saffron bun was fashionably late to the party, its inclusion was met with wide-open arms.
The news spread like wildfire across both social and traditional media. The specially designed costumes sold out within just a few days, and on December 13th, thousands of Lucia processions around Sweden proudly featured the new and long-awaited addition.
Even though the saffron bun was fashionably late to the party, its inclusion was met with wide-open arms.
The news spread like wildfire across both social and traditional media. The specially designed costumes sold out within just a few days, and on December 13th, thousands of Lucia processions around Sweden proudly featured the new and long-awaited addition.
