Breaking new ground in sport and culture.

Welcome to Cake

Cake is a creative agency breaking new ground in sport and culture. 

We operate behind one simple belief - that people’s time is valuable.

This means that we make campaigns which are worthy of people’s time. Campaigns which exist in the things audiences find meaningful and exciting. Work with its own cultural significance. We achieve this through a mixture of expertise, knowledge and passionate fandom.

Our work with brands and rights holders creates impactful new strategies, ideas, activations and programmes which move the cultural conversation forward.

Our services and capabilities are delivered by an in-house team across three divisions – Strategy, Creative and Account Management – enabling us to create and deliver truly 360, integrated campaigns whatever the brief.

The Account Management team includes experienced specialists across Comms, Social, Influencer and Culture Marketing, Partnerships, Sponsorship Strategy and Activation, Live and digital Experience and Production.

Our ground breaking work has been recognised at some of the most highly regarded awards shows in our industry, including: The Football Business Awards, Creative Circle, The Sports Business Awards and The Campaign Experience Awards.

Cake has been recognised as Agency of the Year at the Sports Business Awards 2022 and one of Campaigns Best Places to work 2022.

EE X Beatport presents Parallel

EE X Beatport presents Parallel

To give EE’s powerful 5G network centre stage, we partnered with Beatport to create Parallel – the UK’s first hybrid, 5G-powered club night. Entertainers from Beatport’s roster of DJs hit the decks live in Liverpool, delivering back-to-back sets and using the award-winning 5G network to stream and entertain clubbers at two separate rooftop venues across the city. A second event took place in Manchester, highlighting up-and-coming DJs from the city’s local scene. Initially, the DJ's sets pulled in views of well over a million, with the numbers rising every day since. For our clients at EE, the Parallel club nights allowed them to engage a really specific portion of their target audience, proving that a partnership with Beatport was bang on.

JD Sports

King of the Streets

JD’s aim was to reaffirm their title as the number one retailer for street style, and so our fully integrated, global campaign ‘King of The Streets’ was born. Spanning 20 markets, 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, we launched a mockumentary series via TikTok and JD social channels. Consumers also got a chance to shop their favourite items through a digital, shoppable version of the TVC – stopping and shopping the ad in real time. And if that wasn’t enough for fans to interact with JD Street, a mobile game also gave them the chance to win weekly prizes. ‘King of The Streets’ was a royal success, and the TV spot was crowned YouTube’s most engaging Christmas Ad of 2021.

Major League Baseball

Bring the Noise

Major League Baseball needed a campaign to launch their innovative new game format, Home Run Derby X, so we teamed up with talent and creators for a campaign that united music and youth culture – ‘Bring the Noise’. We developed the campaign with the aim of showcasing and teaching the next generation of fans about this 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. The film’s reach was smashed out of the park through MLB, talent and partner channels.


The Connected Club Cup

The EE Connected Club Cup is a unique FIFA 2022 tournament for amateur gamers, to raise awareness and showcase the power of EE’s Full Fibre. Utilising EE’s partnership portfolio (The FA, Wembley Stadium, grassroots football clubs and Excel esports), the opening stages were held online, ensuring anyone anywhere could play.

The semi-finals were held at three grassroots football clubs across England that had been connected with EE’s Full Fibre. Here contestants battled it out for one of six places at the final. The live final, hosted at Wembley Stadium, was streamed via The FA’s Twitch channel. As well as crowing the Connected Club Cup winner, finalists played in exhibition matches being paired with an England player from the men’s, women’s and deaf men’s team and EXCEL’s pro gamer Gorilla.

Overall, we had 400+ people sign up for the tournament, with The FA Twitch stream being watched by over 170k viewers.

Aston Martin F1

AMR22 launch

Aston Martin Formula 1™ needed a launch moment that captured the incredible story of the expertly crafted ARM22 F1 car. To give this launch the traction it deserved, we created, produced and 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. Our hybrid event was a livestreamed to over 4m people online, with an overall digital reach of 249m, capturing the attention of the world’s media, partners, and existing and new fans alike. This was delivered for and in partnership with Havas Media.

Old Rivals, New Era

Old Rivals, New Era

‘Old Rivals, New Era’ was a campaign, and fresh creative, designed to engage new audiences and get next-generation sports fans to attend the Arsenal Women’s North London Derby in March 2022. The campaign was rolled out 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.


BAFTA 2022

2022 marks 25 years of EE's partnership with one of the most loved arts charities in the business BAFTA - and we’re lucky enough to have been along for most of the ride. To celebrate the occasion, we created a nostalgic film that looks back fondly over the past 25 years of film, showing viewers how movie consumption has changed in that time - Cinema, VHS rentals, LCD screens, streaming... the Chen family have seen and done it all. The film opened the prestigious awards ceremony at the Royal Albert Hall in March, was aired nationwide in DMC and Odeon Cinemas and reached 1.1m users on YouTube to exceed VTR benchmark by +18%.

Click Refresh
JD Sports

Click Refresh

"Click Refresh" was a multichannel campaign that positioned JD as the only destination for getting your Back to School fit. It was important we showed the JD youth audience heading back to school, college or university the best of brands JD has to offer, whilst also holding a smart, cohesive narrative that could be activated across various touch points of the business – from social activations, experiential events, OOH and in-store.

We invited customers to "Click Refresh", re-stocking their shelves with the freshest product and re-freshing their fits that will help make their comeback fresher than ever. We created a bank of ideas that stretched across social content capture to in-store activation ideas.

We also designed a fully integrated Campaign Toolkit, including colour palettes, lockups and logos, artwork assembly and retail displays that would stop anyone in their tracks. Working with illustrator Evan Wesselman, we helped to create a suite of collector style graphic stickers, helping the campaign live on beyond the return back to school.

House of Fibre

House of Fibre

‘House of Fibre’ (HOF) was a fully connected smart home that featured 100 devices, all running simultaneously to showcase 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 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%.

The FA

Football Your Way

‘Football Your Way’ was a new platform and campaign to help existing disabled footballers remain connected and active following the COVID-19 pandemic, whilst also raising awareness of the disability game and opportunities to take part in it.

The campaign was launched with a hero video containing an emotive and inspirational message of support from England Football, driving people to the Football Your Way 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.

Major League Baseball

Home Run House Party

Home Run House Party was an immersive experience which explored the action and culture of MLB while showcasing how they are “Doing it Different” in 2021.

Partnering with streetwear community, The Basement, 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.

Our Clients

Jaguar Land RoverAston Martin F1Sport EnglandThe FAEEMajor League Baseball JD SportsArsenal FCAdobeBT_B&WCarling_B&WPayPal_B&WpumaBKT