Pressbyrån, the beloved Swedish convenience store, have a proud history of taking a stand for various important social issues. This year, we wanted to cut through the usual Movember noice and reach men over 50 with a lifesaving message: Examine your prostate in time. The solution was to re-imagine Pressbyrån's classic lussebulle (saffron bun) and create Lusseballen (“The Saffron Weenie”). Besides laying freshly baked around Pressbyrån stores in Stockholm, Lusseballen was also featured in a series of digital units and social media posts. We even recorded our own beautiful Christmas carol and got some sweet buzz in social, and traditional, media.