Cupcake Day - Alzheimer's Society

Problem? Dementia devastates lives. In the UK, someone develops dementia every three minutes, and there is currently no cure. By hosting a Cupcake Day with workmates, friends or family, supporters can raise vital funds that will mean one day we can find a cure. Solution! Mass participation events are becoming more and more popular in efforts to raise funds for charity. I worked with a talented team of creatives, including My Accomplice, directors; Mathy & Fran, and Anna Tozer and Isobel Boyce, to create a TV advert to promote Alzheimer's Society's new 'Cupcake Day' event. After winning the pitch, we tested three creative routes with audiences to discover which idea to develop. We took forward our concept of Togetherness, that shows anyone can participate in cupcake day, from the star bakers to the cheeky fakers. The advert aired during Bake Off: The Professionals, Cake Wars, Extreme Cakemakers, on C4, Sky 1, E4, just to name a few.