Discovery Creative › Work › Cake Boss Season 2
Cake Boss Season 2 Campaign
Client
- TLC
Team
- creative director
Dan Cavey
- copywriter
Sheila Hayes
- interactive production manager
Dana Russell
- interactive designer
Gregory Johnson
- account director
Kelly George
About This Project
Objective: After the first season of TLC’s Cake Boss, we knew that people had a taste for Buddy, his cakes and the family. We had the acclaim to back it up. Our goal was to help TLC build its next big hit by bringing the old fans back and driving new ones at the same time.
Solution: We got the shot we'd planned on, but then threw caution (and flour) to the wind and got the shot that everyone wanted: an arresting and authentic portrait of the Cake Boss that would set the tone for a new generation of TLC creative.
Results: Fantastic ratings and a campaign that is sure to win awards. The show pulled in a 1.8 HH rating. The best part has been the buzz that our print ad has generated. It got people talking. At CTAM, at other agencies and throughout the company.
