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A White Christmas
A White Christmas

Nike – Nothing Beats a Londoner

The challenge

Create a London-centric campaign for Nike.

What we did

Endlessly enterprising and fiercely competitive, young Londoners shape sport and culture in the metropolis around them. These hungry, resourceful and confident youngsters take us on a whistle-stop tour of their city in Nike’s Nothing Beats a Londoner – with the help of cameos from some of the Londoners they look up to – as they strive to one-up each other with their own sporting achievements.

Shot on the streets of the capital – in the very neighbourhoods that will produce the next Skepta, Dina Asher-Smith or Harry Kane – areas such as Dalston, Peckham and Brixton provide a vivid backdrop for the bravado, passion for sport and unique London spirit that unites each of the 258 real-life young Londoners who appear in the film.

As the young Londoners are the focus, they launched the campaign through their social channels. Each of the athletes was given their scene as a standalone piece of content, which they posted on Instagram, linking to the next competitor to create a massive social media battle between some of London’s best young athletes. Soon after, the edits were amplified by the famous faces who also star in the campaign. The full version of the film was then broadcast from February 9 across TV, Cinema and Online.

Nothing Beats a Londoner is directed by collective MEGAFORCE, who have created films for artists and brands including Rihanna, Madonna and Instagram. Production is handled by Riff Raff Films.

 

The effects

Results so far include:

  • Awards include Cannes Lions (including Grand Prix and Titanium), seven yellow D&AD Pencils, Campaign Big Award, The One Show – Gold Pencil and a Webby award
  • Almost 90% view through rate on VEVO (VOD)
  • According to fashion search platform Lyst, London searches for Nike products were up 93% following the ad’s launch. Nike searches were also up 72% in Manchester and 54% across the UK overall
  • Widespread global PR coverage in titles including The Sun, Complex, Independent, Noisey, The Evening Standard, Metro and ITV News

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