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2018 One Show - Social Media

Nothing Beats a Londoner

Agency Wieden+Kennedy / London + Riff Raff / London + Time Based Arts / London

Client Nike
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Annual ID

OS_SM18008S

About the Work

Nike wanted to reaffirm its place with young Londoners. We learned that the youth here have it tough, but despite this, they have a relentless positivity and ambition - the mindset of elite athletes. So we made them the stars of Nike’s new London voice. A tale of one-downmanship, where kids outboast one another about how tough they have it, Nothing Beats A Londoner captures young London authentically; real kids, real language, true stories, cult locations and a supporting cast made up of London’s most influential figures. It was released scene by scene via the kids’ own Instagram channels, starting a battle of one-downmanship online. Next, it was the #1 trending video on YouTube. Then there were: Instagram stickers, GIFs on Giphy that received 32 million views, a sub-campaign on Insta Stories “hacking” the swipe up function and a special edition t-shirt you could earn for your xBox avatar.