Mr. Kipling's Edible Cake Billboard

The new advertising campaign for Mr Kipling suggests that 'life is better with cake', although, life would be a lot better without high content sugar products, which are detrimental to a persons health. But, I guess in a non-literal sense, I would definitely agree that cake does make life better. I mean who doesn't like eating cake? boring healthy people, that's who. 

As part of the campaign, the worlds first edible cake billboard created by Michelle Wibowo of Michelle Sugar Art, and installed outside Westfield Shopping Center Shepherd’s Bush in London on the 4 September. Made from 13,360 Mr Kipling cakes taking 6 hours to assemble overnight. A great ambient piece of advertising, that didn't stay around for too long physically, but will generate PR that will linger on across media platforms for years to come.

James Carroll.