Nothing Beats A Londoner

Client: Nike London & Wieden+Kennedy Service: Ethnographic research & strategic insight Date: January - September 2017


Partnering with advertising agency W+K, ON ROAD were tasked with finding out what makes young Londoners really tick. Our methodology focused on unearthing authentic stories straight from the lives of this audience, whilst finding opportunities for the brand to work close to the ground and in their world.


We explored estates, nosed around bedrooms, spent time in youth clubs and hung out on street corners to get the truest sense of people and place. Building a holistic image of young Londoners from countless conversations across the city, ON ROAD translated these exchanges into tangible insights for both brand and agency.


The final campaign has helped the brand regain a key foothold in the city, establishing a point of view, tone of voice and aesthetic authentic to London. Nothing Beats A Londoner won one Titanium, one Grand Prix, five Golds and six Silver awards at Cannes Lions, underlining its incredible recognition both in the city and across the globe.

Project Tags


  • Wieden+Kennedy logo


    • Advertising
  • Nike logo


    • Fashion and Textiles
  • N

    Nike London