Partner Content
Jun 20, 2018

Partner Content: London’s the best city on Earth, innit?

Celebrating the best in UK creativity at Cannes

Partner Content: London’s the best city on Earth, innit?
Communication
Mobile
Silver Lion
Nothing beats a Londoner
Agency: Wieden + Kennedy London
Client: Nike
 
Challenge for ad agencies everywhere: to be properly authentic to a youth audience without being ‘extra’. 
 
But Wieden + Kennedy London’s collaboration with US sports apparel giant Nike nailed it: using great creative and a perfect understanding of its audience to reach out to and engage kids in inner city London.
 
It didn’t need a lot of dollar either: in fact, it spurned big-buck TV-led advertising for this youth-targeted mobile campaign, in a brilliantly authentic piece of filmmaking.
 
Using mobile as the target channel was a genius move, because show me a kid that doesn’t have a smartphone or consumes every bit of media on the medium. 
 
The three-minute film takes you on a journey of the UK capital, traveling the streets of London, with the likes of local rapper Giggs and grime star Skepta, while famous faces from the world of sport pop up in low-key ways. 
 
Cameos from England's soccer manager Gareth Southgate playing God, Olympic champ runner Mo Farah and female soccer player Steph Houghton, give the ad a neat balance of the aspirational and authentic, balancing humor with an understanding of its audience that helped it successfully trend across social. 
 
The ad generated 4.6m views on YouTube within a week of going live – impressive.
 
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
IAA World Congress: Advertising walks the ramp to save the loom
Premium
16 hours ago

IAA World Congress: Advertising walks the ramp to ...

As a part of the inaugural day festivities at the 44th IAA World Congress, Kochi, senior industry women and men will walk the ramp for a cause

Premium
Agnello Dias inducted into The Ad Club Calcutta's Hall of Fame
Premium
18 hours ago

Agnello Dias inducted into The Ad Club Calcutta's ...

View the video on Dias created by the The Advertising Club of Calcutta

Premium
Megha Tata to join Discovery as MD
Premium
21 hours ago

Megha Tata to join Discovery as MD

Moves from BTVI where she was COO

Premium
Dave Trott's blog: True lies
Premium
22 hours ago

Dave Trott's blog: True lies

The author states how consumers have a problem with lies and being patronised