Eurobest

Great British Bake Off

4CREATIVE, London / CHANNEL 4 / 2022

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Overview

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The Great British Bake off is a British competitive baking show, known for its hugely warm, charming and inclusive tone. In recent years it’s been a salve in an otherwise scary time – in a serious and gloomy world, ‘Bake Off’ provides 8 weeks of sweet, silly relief. So to celebrate the return of Bake off to our screens, we turned serious and boring things all over the UK, sweet, by transforming them into delicious baked goods. We chose an ugly 78ft tall multistory building in central Glasgow, and turned it into a delicious fruity cream layer cake, complete with pink icing. A 23ft cake fork (with cream) was placed at its base – making Glasgow very sweet indeed. Covered by news nationwide, the series launched with 6.6 million viewers and Channel 4’s biggest ever share of young viewers (16-24).

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