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Sweet treat baked up in Glasgow

With the latest series of The Great British Bake Off debuting on Channel 4 this week, a 78ft building wrap decorated like a giant cake has debuted in Glasgow.

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Channel 4 and their creative partners have added a sweet treat to the streets of Glasgow

The project is a collaboration between several creative agencies and out-of-home (OOH) companies which worked together with Channel 4 to create the wrap and experiential elements. The wrap itself features a detailed print of a cake layered with sponge, jam, berries, and cream, all topped with 3D-formed icing.

Near to the wrap a large 3D fork with cream and a cherry has also been installed which was used as part of the show’s launch headed up by Talon Creative Solutions, which specialise in experiential events.

Infinity Outdoor and its partners produced and printed the large cake banner which is located on Argyle Street, Glasgow. Infinity owns the space and has used it previously for the likes of Burberry, Samsung, and Disney Plus.

This is the first time that a site like this has been turned into a giant cake, so it’s a bit of a media first. I think it’s come out really well, and everyone’s really pleased with it

Speaking to SignLink, Infinity told us that the project was a large collaboration between Talon Outdoor, and Channel 4’s in house creative team, 4Creative. Infinity advised 4Creative about the wrap and best options for them to undertake when designing the artwork.

Leah Kravitz, sales and marketing director at Infinity, says: “As we do with all our projects we advise as best we can and offer the best practices for this type of project, and what we think is going to look good.

“This is the first time that a site like this has been turned into a giant cake, so it’s a bit of a media first. I think it’s come out really well, and everyone’s really pleased with it.”

Infinity and Talon collaborated with several marketing agencies to bring the campaign to life

As part of the launch, Channel 4 has also advertised across various digital screens through the UK, via OOH companies such as Global, depicting adverts reflecting the changing weather with a ‘Bake Off twist’.

Amber Kirby, marketing director at Channel 4 says: “People love indulging in the Bake Off escapism every year, it’s just so gloriously fun. 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.”

If you have any news, email david@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.


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