Nothing Beats a Londoner - Sportswear - Nike JPG
Nothing Beats a Londoner - Sportswear - Nike MP4 2m:58s

Nothing Beats a Londoner - Nike

Nothing Beats a Londoner - Nike - Sportswear


Title of Entry: Nothing Beats a Londoner
Brand: Nike
Product/Service: Sportswear
Client: Nike
Entrant Company: Wieden+Kennedy London
Creative Agency: Wieden+Kennedy London
Duration of Entry: 02:59
Chief Creative Officer: Tony Davidson, Iain Tait
Creative Director: Mark Shanley, Paddy Treacy
Art Director: Tom Bender
Copywriter: Tom Corcoran
Account Manager: Holly Baker-Cliff
Production Company: Riff Raff
Date of Release: 2018-02-09
Producer: Matthew Fone
Director: Megaforce
Notes: We celebrated London’s hungry, resourceful and ambitious young athletes in a blockbusting campaign which garnered global attention, won praise from the London Mayor and music superstar Drake and cleaned up at Cannes. Nike knows that kids in London have their struggles. But in a city that’s always trying to beat them, these kids are unbeatable. We helped Nike celebrate young Londoners who use their hardships as fuel in an escalating battle of one-downmanship that captures all the chaotic moments they face each day. Nike’s authentic ode to the real 2018 London spans every corner, culture and class of the city, using real kids and their stories, authentic language, cult locations, iconic tracks and a supporting cast of cultural heroes and celebrities at every turn. Making this film was a collaborative process with London’s youth. They influenced locations such as legendary chicken shop Morley’s, inspired the stories in the film and even added to the script by ‘translating’ certain lines into local slang. We incorporated a cast of famous Londoners including Skepta, Jorja Smith and Sir Mo Farah, but the kids were very much the stars of the show. Launched via the kids’ own Instagram channels, the film went viral, helped by social media shares from the likes of London Mayor Sadiq Khan and music superstar Drake. It quickly became the #1 trending video on YouTube and mainstream media soon caught on as coverage poured in from publications including The Sun, Complex, The Independent, Noisey, The Evening Standard, Metro and ITV News. The work was also extensively celebrated and parodied, with efforts ranging from homemade remakes to a special Guardian cartoon strip. Following the launch, London searches for Nike products were up 93% (Lyst). But what about the detractors who thought Nike carelessly was alienating its non-London audience? Searches for the brand were also up 72% in Manchester and 54% across the UK.
DOP: Nicolas Loir
Editing Company: Final Cut
Editor: Joe Guest
Sound Studio: 750mph
Sound Engineer: Sam Ashwell
VFX Company: Time Based Arts
Music Company: Mr Pape
Other Credits: Group Account Director - Ryan Fisher
Other Credits: Account Director - Sophy Woltman
Other Credits: Planning Director - Paula Bloodworth
Other Credits: Head of Production - James Guy
Other Credits: TV Producer - Michelle Brough
Other Credits: TV Production Assistant - Rose Fairley