As a major London 2012 sponsor, British Airways tasked Cake with finding a way to welcome home Team GB and Paralympics GB supporters, and to remind athletes from overseas that only one country has “the home advantage”.
Cake created a giant image of British Olympic heptathlete Jessica Ennis under the Heathrow flight path. The size of 15 tennis courts, the image included the words “welcome to our turf”, and aimed to spark a Twitter buzz via a #homeadvantage hashtag. Over 600 litres of red, white and blue weatherproof paint was used, taking two days for painters to complete the artwork on grass.
The stunt achieved over 100 pieces of print and online coverage worth over £250,000 and was seen by over 60 million people.