nothing beats a londoner
the challenge
Nike were faced with a conundrum – their core audience in London couldn’t “touch, see or feel” them anymore. Partnering with advertising agency W+K.
ON ROAD were tasked with finding out what makes young Londoners really tick to ensure the brand regained touch with a key global city.
From uncovering the key geographical insight around the Square Mile, to the city’s Relentless Optimism, our research revealed the indomitable spirit that defined Nothing Beats, alongside real stories of young Londoner's persevering in the face of adversity.
the insight
This project spanned across 3 months, evenly split across recruitment, in-field research, and the final pull together.
Our work informed the award-winning campaign that helped the brand regain a strong foothold in the city. Our insights contributed to establishing a point of view, tone of voice and an aesthetic authentic to London. Nothing Beats A Londoner gained widespread acclaim, setting a precedent for how Nike work in their major global cities.