Baking is a primary source of fundraising for charity initiatives like Comic Relief – with the great British public flocking to bake sales to do their bit and help to raise money for a good cause.
Maltesers are frequently used as an ingredient and/or decoration in baking.Maltesers have put two and two together, and in 2017 will be asking the public to get baking with Maltesers to help raise £1million for Comic Relief.
So, every time someone buys a pack of Maltesers, bakes with them, takes a photo and then uploads it to social media with #BakeAMillion, Maltesers will donate £5 to Comic Relief on their behalf.
Maltesers wanted to make a 30-40” film as a call-to-action to encourage amateur bakers to get baking with Maltesers for Comic Relief, and to share their bakes on social media, no matter what the outcome. It should aim to be a fun, entertaining video inspiring people to ‘bake any cake, any shape’ with Maltesers’ mantra, ‘Look on the Light Side’.
The final film should inspire amateur bakers to get baking for a good cause. It’s important we capture the viewers’ attention in the first 3 seconds with a consistent style and tone throughout the film.