NIKE ‘Nothing beats a Londoner’
Creative by NIKE LDN CREATIVE STUDIO & WIEDEN + KENNEDY
Nike creative direction by JAMIE BRUNSKILL
W&K creative direction by MARK SHANLEY & PADDY TREACY
W&K creative by TOM CORCORAN, TOM BENDER & JO BRUCE
Film directed by MEGAFORCE @ RIFFRAFF FILMS
CGI Gif's directed by FINN KEENAN @ RIFF-RAFF FILMS
Additional graphics by I LOVE DUST

* Winner of 07x Yellow Pencils at the D&AD AWARDS 2018, CREATIVE CIRCLES 2018 'Gold of Golds' award and the CANNES LION 'Titanium' award and 'Grand Prix' for Social Influence 2018.

CASE STUDY

CGI GIFs

INSTAGRAM STORIES 'Swipe-up' VIDEOS

The ‘Swipe up’ function had just been introduced, so we hacked it before anyone else. With a clear 'Swipe up' CTA smashing Snap and IG benchmarks.

International running star Sir Mo Farah & British comedian Michael Dapaah

UK Influencers and TV stars Kurupt FM / PJDN

Professional footballer and weighlifter Akinfenwa aka 'The Beast'

Ex England football superstars and TV pundits, Rio Ferdinand, Ian Wright and Jamie Redknapp

London Influencer Jake 100

DIGITAL STICKER PACK

Digital sticker pack highlighting key parts of the campaign, created for use across Snapchat and Instagram stories. Created also as gif's to download through our partnerships with 'Giphy' and 'LAD bible'.

SOMETHING FOR EVERYONE

To really show the true diversity of a city like London, we decided to repurpose the logo in a variety of different languages to suit the particular neighbourhood the ad was in. From Urdu to Chinese, we covered all ground.

IRL / BEAT THIS WEEK

To coincide with the strategic launch of the campaign, during schools half term. We wanted to make sure we owned the city IRL as well as URL, so created a city wide roaster of events called ‘Beat this week’.

From partnering with local youth groups and sports academies, to breakdance championships at ‘Nike Town’, we made sure we had something for everyone. With the icing on the cake being the ‘Surprise and delight’ element, where our heroes from the campaign would turn up to host the events, much to everyones suprise. Such as England Football Manager, ‘Gareth Southgate’ attending a football event in Tottenham, where he proceeded to coach the kids for an hour. Giving a chance for our consumers to meet their heroes.

Putting out daily comm’s across Nike London’s channels, to show people what they had been missing and what they could still sign up for. While subsequently raising awareness of the Nike membership scheme, by causing a vast increase in downloads of the Nike Plus app, during this half term period.

THE BUZZ CREATED

With the Major of London 'Sadiq Khan' and Rap's biggest superstar 'Drake' talking about the ad on social media. As well as national newspaper 'The Guardian' creating a parody of the ad on the day after release, following the global buzz the advert created.