Ready to bake?

In celebration of the return of the Great British Bake Off to British TV, a gigantic cake was unveiled wrapping a building in the center of Glasgow this week. At 78ft high, it’s hard to miss, complete with a 23ft spoon that has a mouthful to savor.

The campaign also includes a set of digital billboards that reflect the changing weather conditions with a real-time Bake Off twist as well as a number of short films. The campaign also includes a bespoke AR lens that enables users on Snapchat and Instagram to turn themselves into an array of bakes.

Life is looking sweeter already

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