Following its launch in February, Nike’s ‘Never Beat a Londoner’ campaign has already been hailed by the UK press as one of the Best Ads ever made.

The three minute (fairly tongue in cheek) film, is a testament to life in London, through the lens of sport. Rather than a massive focus on the global ambassadors usually featured in their advertising campaigns (although MO still makes an appearance of course), NBAL (Never Beat a Londoner) campaign focusses on 250 young London athletes, who have an unbeatable attitude to sport, despite the hurdles the city can throw at them.

The Film was initially distributed through Owned Social and Paid Video Distribution channels, with the campaign extending into TV, Cinema and OOH.