Sainsbury's wanted to sponsor the Great British Bake Off – the greatest baking show in the world – with soups, pasta, cod and steaks.

So naturally we turned some of them into cake. Introducing: Cake or Not Cake?

Client: Sainsbury’s
Year: 2022
Creative Directors: Freddy Taylor & Phillipa Beaumont, Juan Sevilla & Joe de Souza
Creatives: Brendan Madden & Spencer Llewellyn
Director: Joseph Mann
Cakes: Ben Cullen (The Bake King)

Awards: British Arrows (Gold)
Campaign Big Award (Sponsorship)