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​.​

The ClubThe Club

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 new Premier League season.

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.


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.

Digitising Grassroots Football

Digitising Grassroots Football

Using their new partnership with The FA, PayPal wanted to enable Sunday League footballers to pay their match fees, for the first time ever, using their smartphones. We spread the message beyond traditional trade media to drive awareness of the new partnership and ultimately downloads. We captured editorial and social content using former England footballers, who highlighted the familiar pain-points of the grassroots game’s cash reliance in a relatable way for Sunday League clubs to identify. Resulting in 750 engaged grassroots clubs and over 4000 app downloads on launch day.

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.


The Carling Call-In

The “Carling Call-In”, a 20-part content series created alongside COPA90, allowed fans to ‘call-in’ to express their views on their team’s latest performance. Using their recording as a voiceover, we took Premier League footage from relevant matches and added visually engaging animations to create social media content. This was a genuine Premier League first - no other brand partner had ever been allowed to alter footage. So not only did we change the way the Premier League allowed its footage to be published, we published it in a culturally relevant way to new audiences for Carling. The campaign over-delivered and significantly impacted community growth for Carling-owned channels.

Our clients

BBC_B&WBT_B&WCaptain Morgan_B&WCarling_B&WChelsea FC_B&WCoca-Cola_B&WCoors Light_B&WGordons_B&WNBA_B&WPayPal_B&WPremier League_B&WPuma_B&WRekorderlig_B&WTeam England_B&WUnicef_B&W