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Channel 4: Sweet Return by 4Creative

Agency: 4Creative
Client: Channel 4
Date: Sep 2021
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Channel 4 is whipping up excitement for the hotly anticipated return of The Great British Bake Off with the installation of a show stopping feast for the eyes in Glasgow’s city centre.

The 78ft tall layer cake transforms an Argyle Street building into a beautiful bake - complete with a giant 23 ft fork. It represents just one way the broadcaster is turning everyday ordinary scenarios from across the UK into sumptuous creations to mark the return of Britain’s biggest baking show.

Innovative outdoor digital screens in cities including Leeds, London, Glasgow and Manchester depict the locations’ skylines and reflect the changing weather conditions in real time with a delightful Bake Off twist.

A series of short films on TV and social media merge glorious cakes and bakes from within the Bake Off tent with the real world - from coastal cliffs exposing the UK’s Victoria sponge centre and a Battenburg lorry on a busy motorway to tractors lifting Lamingtons and the construction of a mille-feuille tower block.

All of the activity mirrors the joy and escapism that The Great British Bake Off brings to viewers’ everyday lives by making things a little bit sweeter and little less serious. Channel 4 has also created a bespoke AR lens that enables users on Snapchat and Instagram to have fun turning themselves into an array of bakes.

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