From biscuit week to handmade churros, 2C Creative cooked up a full episodic campaign for season four of PBS’ The Great British Baking Show.

The campaign includes both on-air and social components that capture the show’s offbeat charm, humor and suspense. The agency developed 30 and 20-second promos for the season launch, nine episodes, and a spot for the finale. 2C also crafted social versionf for YouTube and Instagram, and created a series of three social media supercuts based on elements from the show.

The campaign, 2C’s third consecutive one for the series, aims to highlight the culinary masterpieces baked on the show—from classic British favorites to exotic creations from around the world, while driving home the message that you don’t have to love baking to love The Great British Baking Show.

One of the biggest challenges was getting the music just right, finding compositoins that were quirky and light for some spots, loud and expectant for others.

“The team devoted many hours to finding the best music cues, but that effort paid off in the end,” C2 said in a statement.

The show features 12 diverse and talented amateur bakers from Great Britain, has seen massive success as The Great British Bakeoff in the U.K., with the finale drawing more than 13 million viewers, making it the most-watched television show of the year.

The U.S. version has emerged as one of PBS’ most popular series, and season three was the network’s most-streamed programs last summer.

“This is my third season doing the episodics for The Great British Baking Show and it never gets old,” 2C writer/producer Eric Gardner said in a statement. “The dynamic and organically entertaining chemistry between the hosts, judges and bakers is a dream when developing promos, especially when you need to quickly convey each episode’s spirit and charm. And the culinary creations speak for themselves.”

CREDITS:

PBS

Writer/Producer: Antoinette B. Carr

Producer: Erin S. Block

Creative Director: Derrick Chamlee

Producer: Jared J. Traver

2C

Chief Creative Officer: Chris Sloan

Writer/Producer: Eric Gardner

General Manager, Senior Director, Operations: Nikki Coloma

Motion Graphics: Bob Cobb

Motion Graphics: Dmitri Zavyazkin

Editor: Stephen Lentini

Editor: Jesus Martinez

Editor: Pablo Coig

Editor: Chris Johnson

Sound Mixer: Cesar Haliwa

Sound Mixer: Daniel Abrusci

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