The sport and entertainment hub of HKX

Welcome to Cake

We are the sport, entertainment and culture hub of Havas. ​

We’re here to give brands an authentic and meaningful role in culture.​​

All our ideas fuse bold thinking with brilliant creativity, underpinned by insight and data​.​​

We deliver through sponsorship and partnership strategy and activation, live experience, social strategy and creative content production, earned media and influencer marketing​.​

Return to Play
Sport England

Return to Play

Sport England is committed to building a nation where everyone, everywhere feels able to get active in a way that’s right for them. After a series of national lockdowns, caused by COVID-19, we needed to inspire the nation to get back to the sport and physical activities they love, regardless of age, background or ability. #ReadyToPlay is the first film in our series that will encourage people back to sport and physical activity, as part of Sport England’s #ReturnToPlay campaign.

Aston Martin – AMF1

Celebrating the return of Aston Martin to the F1 grid​

To launch the AMF1 brand and new car livery to an audience of F1 media and fans globally, we designed and produced a standout virtual launch that was streamed live around the world. The moment involved a brand film that introduced AMF1 to the audience, followed by an immersive car reveal show and a Q&A with the drivers and key stakeholders. ​The show was hosted by actress Gemma Arterton and featured appearances from rapper Dave, Bond himself Daniel Craig and NFL legend and Aston Martin fan Tom Brady.​



'With very little existing exposure, our challenge was to communicate BT’s commitment to para and disability players, to a mainstream audience & capture the imagination of people across the UK. ​Using the UN recognised ‘International Day of Persons with Disabilities’ as a meaningful moment to leverage, we created a platform and positive call-to-action #DiscoverDisabilityFootball that could be used as a long terms platform for all BT activity in this space. We introduced it through a groundbreaking media partnership with Reach UK to engage and UK wide audience and shine a light on the incredible work and inspirational stories across the four home nations. Executed across national & regional print, digital, social & podcast media platform – to firmly put disability football at the centre of mainstream media & national consciousness, in a way never seen before. The campaign reached 3.67 million adults across the UK with a first for disability football placing content on the back pages of 2 national & 26 regional titles on the same day with a circulation of 971k. The campaign contributed to an increase of 217% in conversation across social media and with 30.2m impressions.

Captain Morgan

Making Mischief, Summer 2020

To launch Captain Morgan’s new product - Tiki, we needed to work with talent who would bring the fun and mischief - who better than pro prankster Sam Thompson? He decided to take over sister Louise’s garden and surprise her with a full Tiki makeover; complete with Tiki bar, inflatables, a pool and of course a refreshing tankard of Tiki and lemonade. Fans were able to ‘#TweetForTiki’ and a lucky few won all they needed to replicate a Tiki takeover of their own, complete with a delicious bottle of Captain Morgan Tiki.


The Club

BT’s ambition is to create the most inclusive, accessible and skilled grassroots community in the world. So in partnership with The FA, we launched a new digital grassroots football course,'The FA Playmaker’, created to inspire often under-represented groups to get involved in the game. The first piece of work titled ‘The Club’ was a TVC and social film that ran across the opening weekends of the 2020 Premier League season. ‘The Club’ was watched by a million people on launch day and featured a further 160 times on BT Sport during September 2020, which led to a 57% increase in enrolments.​ We hit the target of 10,000 new recruits and our internal live broadcast was watched by 10,500 employees, resulting in over 1,000 sign ups.


One of the Team

Using BT’s partnership with Scottish Rugby to tell their new brand story 'Beyond Limits' we pushed the boundaries of technology to bring fans closer to the team they love. Using a combination of virtual reality headsets, haptic suits and binaural audio, we created a VR experience that immersed fans in the heart of the Scotland National Team training session.

The experience followed a training session with twelve backs, taking the user through three rugby drills authentic to a typical training session.  It was the first time a motion-controlled robot camera had filmed in VR at human sprinting pace with the camera itself being one of only two ‘meta cameras’ in existence and a high-end prototype.

The content resulted in 1.14M impressions and coverage in key national titles, including The Herald, Glasgow Times and Scottish Daily Record.


Sneaker Launches

Puma specifically look to target Gen – Z - an audience known for expressing themselves creatively online with a forward-thinking, hustle mindset and always aspiring for more - for their new sneaker ranges.

Cake’s role as Puma’s retained experiential agency - from creative concept through to production and delivery - is to create bold and impactful moments that drive desirability of the trainers and deliver experiences that facilitate as many content creation opportunities as possible, whilst always keeping the brand and product front and centre. To date we have worked on the launches of the Nova, Cali, Deva and Rider shoes.

BBC Sounds

The London Ear

In 2018, the BBC united their audio offerings into one personalised app and website, creating BBC Sounds. As their biggest product launch in over a decade, we worked with them to deliver ‘The London Ear'. In an epic activation, we branded 6 pods of the London Eye and managed a live broadcast show in each. While also taking over neighbouring County Hall to project a 60 second lighting and audio show to promote the app. BBC Sounds reached 47 million people in the first week, equating to circa 70% reach of the British public for the campaign as a whole.

Our clients

Aston Martin F1NFLSport EnglandThe FABT_B&WCaptain Morgan_B&WCarling_B&WChelsea FC_B&WCoors Light_B&WGordons_B&WNBA_B&WPayPal_B&WPremier League_B&WPuma_B&WRekorderlig_B&WTeam England_B&WUnicef_B&WEE