Billboards have been getting more and more creative recently. Unfortunately, they haven’t gotten any more edible. Britain-based Mr. Kipling and agency JWT London have teamed up to solve this real world problem, with a billboard made entirely of cake.

The outdoor ad, created to promote Mr. Kipling’s ‘Life is better with Cake’ campaign, consists of 13,360 individual confectionaries painstakingly applied over seven hours. The billboard was then slowly disassembled and eaten by hungry passersby. Real world problem, solved.

[via Adweek]