“Let them eat Cardboard?” In a twist on Marie Antoinette’s famous words, The Hallway has teamed up with Sydney-based Wholegreen Bakery to create a deliciously edible, Coeliac-Australia-accredited Cardboard Cake that will have gluten-free sceptics eating their words. Literally.

Founded in 2014 by Cherie Lyden after she and her daughter were diagnosed with Coeliac Disease, Wholegreen Bakery is dedicated to crafting exceptional, wholesome gluten free sweet and savoury baked goods.

— Campaign Brief

— Branding in Asia

— LBBO