Wieden+Kennedy London created this Nike short, titled Nothing Beats a Londoner, which centers on enterprising, fiercely competitive, young Londoners who shape sport and culture in the metropolis around them. These hungry, resourceful and confident youngsters take us on a whistle-stop tour of their city–with the help of cameos from some of the Londoners they look up to, even as they strive to one-up them with their own sporting achievements.
Shot on the streets of the capital–in the very neighborhoods that will produce the next Skepta, Dina Asher-Smith or Harry Kane–areas such as Dalston, Peckham and Brixton provide a vivid backdrop for the joyful bravado, passion for sport and unique London spirit that unites each of the 258 real-life young Londoners who appear in the film.
The side of London explored in “Nothing Beats a Londoner” illustrates how, for the next generation, an urban environment is a playground, a canvas for creativity, self-expression and movement. Nike London is committed to making this playground even better for young people in the city, creating unique inspirational experiences that help them unlock their potential through the power of sport.
The predominantly London-born-and-bred cast is made up of real athletes and joined by a plethora of famous faces, from sporting legends to music stars, including Mo Farah, Harry Kane, Dina Asher-Smith, Gareth Southgate and Skepta.
As the young Londoners are the focus, they launched the campaign through their social channels. Each of the athletes was been given their scene as a standalone piece of content, which they posted on Instagram, linking to the next competitor to create a massive social media battle between some of London’s best young athletes. Soon after, the edits were amplified by the famous faces who also star in the campaign. The full version of the film is now being shown across TV, Cinema and Online.
Nothing Beats a Londoner was directed by collective Megaforce, who have created films for artists and brands including Rihanna, Madonna and Instagram. Production was handled by Riff Raff Films.
