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).

AMR22 launch
Aston Martin F1

AMR22 launch

Driving excitement for the Aston Martin Formula 1™ 2022 launch moment amongst media, partners, existing fans and new ones, by telling the story of how the incredible ARM22 F1 car had been expertly crafted. We created, produced & delivered an intense holographic light show using unique laser-tracing projections and cutting-edge HyperVSN holographic displays, never before used in a live event. These immersive visual tools combined with thundering sound design created a multi-sensory spectacle for both physical and virtual viewers. Each animation was carefully designed to represent and tease the features of the new AMR22. The hybrid event was also livestreamed to over 4m people online, with an overall digital reach of 249m.

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.

Major League Baseball

Bring the Noise

Bring the Noise was a global music and youth culture campaign for MLB's innovative new game format, Home Run Derby X. Working with talent, partners and creators we developed a campaign of engaging content to educate and excite Next Gen Fans on the arrival of this entirely new baseball format. We kicked off the campaign with a launch film that introduced the world to Home Run Derby X. Shot in the style of a music video, and fusing baseball with music, fashion and youth culture, Home Run Derby X was introduced to the world via MLB, talent and partner channels.

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. ​

House of Fibre

House of Fibre

To show that EE’s Full Fibre broadband offers the ultimate home connectivity and demonstrate it in an innovative way that puts the brand top of mind with consumers. We created ‘House of Fibre’ (HOF). HOF was a fully connected smart home that featured 100 devices, all running simultaneously from one single broadband source – EE Full Fibre, we promoted the experience through OOH, digital and social, targeting nine key cities. Inside, consumers experienced interactive cooking, gaming and wellness masterclasses with hand picked talent and could get to grips with the latest smart home technology. The House of Fibre campaign successfully moved the dial for EE, with brand association scores of 89%.

Old Rivals, New Era

Old Rivals, New Era

Our challenge was to get Arsenal, and next-generation sports fans to attend the Arsenal Women’s North London Derby. We designed a campaign, and fresh creative, to engage new audiences, crafting the hero line, ‘Old Rivals New Era' , rolling it out with communications campaign across PR, influencer channels and OOH. We engaged with unpaid talent across lifestyle, music, fashion and arts to support, promote and raise awareness of the game generating a combined reach of 4.3 million.  

Our clients

AdobeAston Martin F1Arsenal FCBT_B&WEEJD SportsMajor League Baseball NFLPayPal_B&WPuma_B&WPremier League_B&WSport EnglandThe FA