The Brain Tumour Charity; The Big Bake

Key thought:

‘It’s not a baking competition; faking it is fine…’

This project involved coming up with a core positioning and uplifting key messages for the charity’s flagship cake sale event, then co-creating a wide variety of materials with my long-time collaborators at Click Creative, who I introduced into the (cake) mix. The aim was the capture a sense of fun without losing sight of the cause. It wasn’t just wordplay; those words had to work hard too.