Ulla Puggaard Ltd
I was approached by Nike London design agency to help them find an expression using type that resonated with the young urban London demographic which would feature in an advertising campaign produced by Wieden + Kennedy. I went through several sessions of rapid prototyping with the design design agency to find the right mark that clearly expressed the narrative both Wieden + Kennedy and Nike were looking for ‘Nothing beats a Londoner’ and ‘LDNR Nike’ logo. It was important the marks created were authentic delivering the right tone of voice that connects with the core audience.
My understanding of the narrative was to celebrate the variety sports (national and street) participated by young athletes in London whether they were amateur, hobbyists or semi professional. Focussing on the grit and determination needed to endure the challenges of the urban terrain.
"Nothing beats a Londoner" campaign by Wieden & Kennedy for Nike has won the Grand Prix at Cannes Lions for the inaugural Social & Influencer category.