Channel 4 is celebrating the launch of the highly anticipated new season of The Great British Bake Off, which is set to return to TV screens later this year.
Developed by the broadcaster’s in-house agency 4Creative in partnership with Nexus Studios, the campaign revolves around an animated world designed to reflect the warmth and joy that the hit show provides its viewers.
The 40-second clip features hosts Noel Fielding and Alison Hammond in animated form as a butterfly and leopard print clad Queen Bee respectively and introduces the new tagline ‘Sweet relief’.
“The Great British Bake Off is comfort telly at its best. We wanted our campaign to reflect this and deliver its own slice of cakey warmth and joy,” 4Creative deputy ECD, Lex Down said.
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“We created pin badges adorned with bright baking illustrations and messages of positivity, and in a Great British Bake Off first created a fully animated world rich with detail that reveals different delights with each watch.”
She continued: “Set to the smooth voice of Sammy Davis Jnr singing Sweet Gingerbread Man, with Noel and Alison as our metamorphosed guides, we hope to transport young and old, baking fans or not, to a place where the worst that might happen is a collapsing cake. Flour Power indeed.”
The hero film will be supported by a series of bus and taxi wraps as well as activity across digital displays and social media, which will include a bespoke Snapchat lens.
Channel 4 head of marketing, Iain Walters added: “This beautiful, animated world is just the Sweet Relief we all need. It’s part of a joyous campaign that will encourage us all to stop scrolling and start artic-rolling, and see gingham become the colour of the season.”
