Life Is Better With Cake - edible poster
Premier Foods - Mr Kipling
Issue 33 | December 2014
Agency
JWT London
Creative Team
Executive Creative Director Russell Ramsey Creative Director David Masterman Creative Verity Fenner Claudia Southgate Planner Hilde Oord Managing Partner Simone Forster Account Manager Joanne Murray Amy Wright
Date
September 2014
Background
JWT London had devised a new campaign for Mr Kipling crafted around the idea that 'Life is better with cake'. The campaign aimed to transform the entire cake category, as well as the Mr Kipling brand and remind Britons that cakes brought delight to every occasion.
Idea
This execution comprised the world's first poster made entirely out of cake. Or, rather, made out of 13,360 individual cakes.
Sited outside the Westfield shopping centre in London's Shepherd's Bush area, the public was at liberty to eat the entire thing.
David Masterman, a creative director at JWT London, said, "If Mr Kipling himself was doing a poster, he'd make it out of cake."
Results
No results available.
Our Thoughts
We’ve come a long way since Araldite broke all the rules over 30 years ago, when they stuck an actual car to a poster site on the Brompton Road in West London. In the intervening years there have been posters that have exploded (Deadline Couriers: http://www.youtube.com/watch?v=Yb4yEa6l6I4), posters that have grown from seed (McDonald’s: http://www.youtube.com/watch?v=P3BbZkjFLvM) posters that recognize where the plane flying overhead is flying to (British Airways: http://www.youtube.com/watch?v=GtJx_pZjvzc) but this is, I think, the first poster you can tuck into. At Directory we like ideas that get people doing things. This got them filling their faces.