In 2016 came the shock announcement that Britain's favourite show The Great British Bake Off, was to move from the nice warm comforting arms of the BBC to the anarchic and risky Channel 4. It was Brexit Britain all over again. Or so it seemed, with fans massively divided over the move. But come on...we've got more in common than that which divides us:  BAKING. So to celebrate the 2017 launch of the show, we wanted to reminded people that cakes and bakes unite us, by literally baking an ad (in a Channel 4 way of course). It was a move which prompted over a million views on Facebook in the first 5 hours, a Twitter and national newspaper frenzy and a heated discussion on Radio 2, Radio 1 and and even Good Morning Britain on iTV. 

The campaign was a success. The first episode consolidated at 12 million viewers - higher than the first launch on the BBC - and brought in Channel 4's biggest audience for 5 years. Furthermore, it delivered the highest number of young viewers for any show on any channel during 2017.