Nothing Beats a Londoner
Nike2018
Nothing Beats a Londoner is a 2018 social campaign and online film for Nike, created by Wieden+Kennedy, London.
The line
Nothing beats a Londoner
Why it works
A three-minute film in which 258 young Londoners try to outdo one another's sporting feats across Dalston, Peckham and Brixton, with Mo Farah, Harry Kane, Skepta and other stars reduced to cameos. Before it reached television, Wieden+Kennedy London released it in pieces: each young athlete was given their own scene to post on Instagram, linking to the next competitor in the chain, and only then did the famous names amplify it and the full cut run across TV, cinema and online from 9 February 2018. It is studied as an early, large-scale case of a brand treating ordinary participants as its influencers, and of a crafted film designed to be broken apart for social feeds. In 2018 it won the first Grand Prix in Cannes Lions' new Social & Influencer category, along with a Titanium Lion; the agency also reported, citing the fashion search platform Lyst, a 93% rise in London searches for Nike products after launch.
Techniques
- Plain folks Young Londoners from Dalston, Peckham and Brixton are the heroes, out-boasting each other while famous athletes and musicians are reduced to cameos.
- Participation Before broadcast, each young athlete posts their own scene on Instagram linking to the next, so the participants become the film's distribution.
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