Flare Studio set out a brief calling all film-makers to make a film inspiring people to bake 'Any Cake, Any Shape' for Comic Relief with Malteasers' #BakeAMillion.
Background:
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.
What we were after:
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.
MALTESERS ‘ANY CAKE, ANY SHAPE’
DIRECTOR: CHRIS FAITH
Chris's treatment was selected by the brand for its humour, style and art direction. It was shown online and cut-downs were shared across social media in the UK ahead of the Comic Relief charity event in March 2017. See the finished film below:
Click here for full details of the brief.
See other Flare Studio briefs here.
Project Tags
Companies
Comic Relief
- Charity