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Channel 4 is promoting the return of The Great British Bake Off with an outdoor and TV campaign.

The work by its in-house agency 4Creative features an outdoor stunt in Glasgow’s city centre, where a building has been transformed into a massive cake, complete with an enormous fork.

Outdoor digital screens are also promoting the programme, alongside a series of short films on social media and TV. The executive creative director at the agency is Lynsey Atkin, alongside creative director Chris Wood and creatives Zoe Nash and Sali Horsey.