Digital
Nothing Beats a Londoner
Nike · 2018
- Agency
- Wieden+Kennedy
- Campaign
- Nothing Beats a Londoner
Analysis
Nike places young London athletes alongside local sporting figures. The film won a D&AD Yellow Pencil.
Local identityCommunity casting
Why it worked
The night court gives the story a specific local setting. Players share the same space, which makes sporting aspiration feel close to daily practice.
Lesson
Build a local story from places where the audience already spends time.