‘Great British Bake Off’ Whisks Up Giant Cakes Out Of Real-World Objects
Image via Channel 4
“Everything is cake,” as the meme says. Pedestrians across the UK are getting a sweet taste of it with full-blown sweet treats baked into the real world.
As part of a delicious stunt teasing the return of The Great British Bake Off, the dessert of the day is a multi-tiered, 78-foot ‘cake’ decorated over a building on Argyle Street in Glasgow.
Image via Channel 4
Image via Channel 4
Cake needs to be eaten with cutlery, so giant hands can dig in with the 23-foot spoon on the side, which is complete with whipped cream, sprinkles, and a cherry on top.
Image via Channel 4
The activation was produced by Channel 4’s in-house creative agency, 4Creative, and includes outdoor digital screens in Leeds, London, Glasgow, and Manchester reflecting the weather with raining sprinkles and the ilk.
Image via Channel 4
Delectable out-of-home prints and television teasers feature coastal cliffs as Victoria sponge cakes, a tower block as a mille-feuille pastry, and more.
As well as promoting the television baking battle, Channel 4 hopes the food-themed makeovers would help sweeten people’s mundane days, especially after over a year of lockdowns. “People love indulging in the ‘Bake-Off’ escapism every year," explains Channel 4 marketing director Amber Kirby. “This campaign imagines how cake can make life just that little bit sweeter; transforming the mundane, the everyday, and the sometimes serious, into something that just makes you smile.”
Image via Channel 4
Image via Channel 4
[via Campaign and Ad Age, videos and images via Channel 4]
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