Cannes Lions

The Great British Bake Off

4CREATIVE, London / CHANNEL 4 / 2019


1 Shortlisted Cannes Lions
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The Great British Bake Off is a televised competition where the country's best amateur bakers are put to the test for cake-baking, pastry and bread-making and more.

It’s a British institution, loved and watched by more than half the UK viewing population. And every year the show sparks ‘baking season’ in the UK, inspiring bake sales across the country, causing baking utensil sales to increase, and in 2017, even triggering butter shortages.


We wanted to celebrate the amateur baking that The Great British Bake Off inspires across the country. These home bakes aren’t perfect, but they’re created with love, and are all beautiful.

Christina Aguilera’s ‘Beautiful’ did this perfectly. Its lyrics perfectly reflect the journey of our baked characters; they move from feeling insecure and ashamed, to joyously embracing their inner beauty.

It’s been recognised in the past as a celebration of diversity (even being voted the best LGBT anthem by Stonewall) and is hugely nostalgic for many Brits.

We rerecorded the song with a variety artists including the ‘Kingdom Choir’ who sang at Prince Harry and Meghan Markle’s wedding, and aimed to give it a triumphant and uplifting feel, with an anthemic end.

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