Social & Influencer jurors do it for Nike
The winner of the first-ever Grand Prix in the Social & Influencer category is Nike’s ‘Nothing Beats a Londoner’, entered by Wieden+Kennedy London.
Although the campaign includes a wide array of celebrities including Skepta and Harry Kane, the real stars of the work are young Londoners – exhibiting superstar levels of confidence in their everyday lives. Jury president Mark D’Arcy, vice-president and chief creative officer, Facebook, said: “We were looking for work that had the humility and humanity to engage with people at eye level and not talk down to them. This is a critical aspect of the best work and is evident in Nike’s work. ‘Nothing Beats a Londoner’ is how culture gets shaped and it’s pretty incredible.”
D’Arcy said the jury was conscious that this was a new category that “we were defining as we went along. A key point is that it represents the shift from advertising at people to advertising for people.”
There were also 13 Golds: seven for the US, three for the UK, two for Germany and one for Poland. The Polish Gold went to Ogilvy Poland for a campaign on behalf of Greenpeace: To The Last Standing Tree.