Nike: Nothing Beats a Londoner
Nike had to do something that was for the kids not the athletes and that related to their lives, talked true to their struggles and showed that Nike understood the city.
Challenge
Research found that Nike had somewhat lost connection with young Londoners, a feeling summed up by the quote: “Nike will always be big, but we can’t see, touch or feel the brand anymore”. In response, a campaign was devised that channelled into the heart and soul of what it means to be a kid growing up in London.
Idea
Young Londoners already wear Nike but don’t relate to Nike ads blasted around the city featuring ‘out of touch’ international stars like Ronaldo. Nike had to do something that was for the kids not the athletes and that related to their lives, talked true to their struggles and showed that Nike understood the city.
Delivery
Every single channel we used had a bespoke and tailored approach and different content was devised for every format. We used over 50 geo-fenced Snapchat filters across London and had celebs like Mo Farah urging users to swipe up on Insta stories to watch more. We launched through a hero piece of film content.
Results
We beat benchmarks in every channel.