The sport, entertainment and culture agency for HKX.

Welcome to Cake

Cake is a creative agency, specialising in sport, entertainment and culture. ​​​

We build meaningful connections between brands and consumers through culture, using our proprietary Meaningful Brands in Culture study and strategic approach. ​ All our ideas fuse bold thinking with brilliant creativity, underpinned by data and insight.​​​ We do this through earned media, social, influencer marketing, sponsorship and partnerships, and live experience; delivering this for some of the most well-known brands and rights holders in sport, entertainment and culture. ​
EE X Beatport presents Parallel

EE X Beatport presents Parallel

Parallel was the UK’s first hybrid 5G powered club night, bringing simultaneous live DJ sets from different locations together across EE’s award winning 5G network. The first event went live in Liverpool with local DJ’s, Yousef and Mele, dj’ing back-to-back from separate roof tops in the city, all over 5G. The second event was in Manchester with headliner, Hot Since 82, dj’ing back-to-back with up-and-coming local artists. Initial results show views of the sets are well over a million and rising every day still. One of the biggest successes for EE was being able to capture such an acute portion of their target audience –results proved Beatport was bang on for a partner to this event.

JD Sports

King of the Streets

‘King of The Streets’ was a fully integrated global campaign, created to reaffirm JD's position as the number one retailer for street style and the leading brand in youth culture. At its heart was a two-minute TV ad, ‘JD Street’, starring more than 30 sporting, musical and TV youth culture icons including Little Simz, KSI and Jadon Sancho. As an extension of the TVC and OOH, a mockumentary, launched via TikTok and JD social channels. Consumers also got a chance to shop their favourite items via a full-length, digital, shoppable version of the ad - pausing the scenes and shopping in real time, whilst also being able to play a mobile game version of ‘JD Street’ for the chance to win weekly prizes. The hero TVC was ranked as YouTube’s most engaging Christmas Ad of 2021.

Major League Baseball

Home Run House Party

We partnered with streetwear community The Basement to launch Home Run House Party - an immersive experience which explored the action and culture of MLB while showcasing how they are “doing it different” in 2021. We tapped into game changers across talent, partners, and brands to take baseball beyond the field and position it as the most progressive, action packed and culturally connected US sports brand in town​. We invited guests to experience the entertainment on and off the field, through progressive fashion installations, DJ sets, ball-park food concepts, baseball card photobooths and batting cages. 115 guests attended the event, sharing an impressive 202 social posts across Instagram, resulting in a total reach exposure of 2,000,000 for the campaign.


She Moves Us

Our role for Puma was to develop a strategic six month campaign, with the aim of celebrating women who move together to achieve and connect – through sport, culture and values. We created a holistic programme of activations, spanning sustainability, equality and wellness, championing women who are pushing for a better tomorrow. We partnered with media outlet Black Ballad to launch Future Founders, a three-month mentorship programme for black female entrepreneurs aged 18-25. We then hosted Power Pass, a week of classes and workshops designed to help consumers take care of their mind, body and soul. Our In Her Shoes activation saw us produce three social edits, working with female creatives in celebration of World Music Day. Plog with PUMA inspired influencers to practice sustainable exercise, and in August we collaborated with all female sound-system Seduction City, allowing guests to experience a slice of Notting Hill Carnival (which was cancelled due to Covid).

Aston Martin F1

2021 Car Launch

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.​

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.



'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.


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.

The FA

Football Your Way

Covid-19 disproportionately impacted disabled people and their ability to take part in sport and activity, including football.The FA wanted a new platform and campaign to help existing disabled footballers remain connected and active following the pandemic, whilst also raising awareness of the disability game and opportunities to take part in it. We created ‘Football Your Way’, a pioneering new online platform with resources to support disabled people return to football activity. The campaign was launched with a hero video containing an emotive and inspirational message of support from England Football, driving people to the FYW hub. A 3-week schedule of social content followed, activated across England Football, influencer and stakeholder channels, amplified through paid boosting on Instagram and Facebook, all using the campaign hashtag #FootballYourWay. ​

Captain Morgan

TIKI Launch

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.

Our clients

Aston Martin F1NFLSport EnglandThe FAEEMajor League Baseball JD SportsBT_B&WCaptain Morgan_B&WCarling_B&WGordons_B&WNBA_B&WPayPal_B&WPuma_B&WRekorderlig_B&WTeam England_B&WUnicef_B&W