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Irish Print & Outdoor Craft
Best Typography

Bronze Winner

Entrant: Havas Worldwide Dublin

Name of brand being promoted: Connacht Gold

Title of entry: Bake Your Best

Name of company entering the work: Havas Worldwide Dublin

Name of product being promoted: Connacht Gold

Country of entrant company: Ireland

Agency Network: Havas Worldwide

Clients name: Connacht Gold

Creative Director: Peter O'Dwyer & Judy O'Broin

Art Director: Peter O'Dwyer

Copywriter: Judy O'Broin

Account Director: Tony Caravousanos

Photographer: David Munns

Typographer: Peter O'Dwyer

Other: To encourage consumers to only use the best products when they’re baking, we created this sting for Rachel Allen's TV Show ‘Sweet Things’. The 10-second stings feature a tracking shot over a table laden with sumptuous and lusciously baked cakes and desserts, each cake is decorated with hand-cut, custom made typography. Filmed over two days with renowned food photographer David Munns, we experimented with several forms of typography and how we could recreate them on our cakes. Cup cakes are adorned with hand-cut green icing announcing how ‘Tasty’ they are, and pastry on a chopping board was dissected with a scalpel to reveal the word “ooh”. A lemon sponge cake was gently powdered with icing sugar through hand cut stencils to reveal the word that best describes the cake - ‘Luscious’ – while even more icing sugar covers our chocolate brownies. Tiny custard tarts tell us how “Yummy" they are before we finally reveal a raspberry tart featuring the Connacht Gold name, which was hand-drawn and cut from pastry before being baked carefully for the end shot.