A feast for the eyes
On the occasion of the revival of the program " The Great British Bake Off "the British version of the Best Pastry Chef "A 23-meter high tarp covers the main façade of a commercial building on a busy Glasgow street, Argyle Street.
This gigantic trompe-l'oeil is accompanied by a fork as imposing as it is tempting. At the end of its 7 meters long, a dome of whipped cream topped by a cherry dresses the dessert place setting placed at the feet of the building.
"Making life a little sweeter" with cakes
4Creative, an agency of the British television group Channel 4, came up with the marketing campaign to entertain local residents and visitors to the site, as Amber Kirby, Channel 4's marketing director, confirms: " People love to indulge in the Bake-Off escape every year, it's so much fun. (...) This campaign imagines how cake can make life a little sweeter; turning the mundane, the everyday and the sometimes serious, into something that just makes you smile. Just like the smile you get when you know that Bake Off - Channel 4's greatest show - is back. »
An event communication orchestrated by several talents
The communication operation does not stop there. It is relayed by several commercials broadcast both on the channel of the show, but also on social networks and giant screens of major English cities, such as Leeds, London and Manchester.
The original and funny tone is of course there, and the buzz effect is also there thanks to the good reception of the promotion. Channel 4 also collaborated with OMD UK and Talon Outdoor, selected for their creative edge and outdoor advertising expertise.
