Cake brand Mr. Kipling knows that when it comes to remind (or convince) people that ‘Life is better with cake’ you can’t simply show them a nice photo, you have to make them experience this. And what a better way to do this than creating an edible billboard made completely out of small cakes?
The delicious billboard was installed for just few hours at Westfield London Shopping Centre and has been constructed with 13,360 cakes from Mr Kipling.
The delicious 20′ x 10′ billboard was installed at Westfield London Shopping Centre and has been constructed with 13,360 cakes from Mr Kipling. It remained on display for just about 8 hours because all the cakes were given to the lucky passengers passing by.
Although it had a very short life the edible billboard took months of planning, and hours to assemble. It was created by JWT London in collaboration with Michelle Wibowo, a talented sugar artist and cake sculptor renowned for her incredible attention to details and realism.
Mr. Kipling is not at its first delicious outdoor campaign. In 2012 the company used 19 converted poster sites dispensing free cakes to promote the launch of the brand’s new ‘snap pack’ format which allows consumers to eat cake ‘on the go’.