Kohberg is the largest manufacturer of bread products in Denmark. It is also the proud sponsor of the Danish Cancer Society's highly profiled annual event whose objec­tive it is to attract attention to the fight against breast cancer – Support the breasts, the event and follow-up campaign is called. Kohberg makes a donation to the cause as a part of the revenue generated from the sales of their rye bread rolls (Rugbrødsboller). The brief given to the agency was that we were to come up with a packaging idea for the rye bread rolls that could attract people’s attention and, consequently, increase the general awareness of cancer. As the slogan of the campaign was “support the breasts”, the visual image was a given: put the rolls in a bra!