1.
Cross Media Pathways
The campaign involved the use of a good mix of both digital and print formats. This
involved quite a heavy use of social media with them incorporating the use of a
#NothingBeatsALondoner in their products encouraging people to get involved and
contribute to the campaign by sharing experiences etc…
The campaign can be seen on print formats including posters and billboards and
many more digital formats including videos, tv adverts, social media posts etc… They
also incorporated some guerrilla marketing to make a statement across the streets of
London and get the city more involved and feel more closely connected with the
campaign in their lives.
The younger target audience of the campaign is going to be more swayed by digital
marketing – specifically social media marketing as it allows for a more active
audience to get involved with the products and contribute to the campaign. Videos
allow Nike to present more inspirational themes to their audience with active
content and showing role models which will inspire the audience to do similar in
their own lives.

2.
House Style
Overall – the adverts produced during the campaign all consist of a darker theme
which allows for inspiration and mystery. The ‘nothing beats a’ is commonly written
throughout the campaign in a marker style font – giving quite an urban / reloaded
idea to it which a younger target audience will appreciate, resembling graffiti in a way
giving it a London takeover feel.
The Nike logo has been changed to an abbreviation of ‘Londoner’ being ‘LDNR’ to
again give a London takeover feel to the audience which will be appreciated. The
black background is consistent throughout most social media posts and posters with
a lot of colour being introduced with the images and frames around these.
The text on the adverts are white in colour which stands out very strongly on a black
background allowing for the advert to be strong and stand-offish. The video
advertisements are also very dark in colour and include the same fonts and logo
types which are used on the print and digital image marketing. This gives the
campaign a great house style and consistency throughout.

3.
Colour Scheme
The colour scheme used throughout the campaign consists of many dark colours
mostly being black and very dark shades of grey. The text on the advertisements is
white allowing it to be very readable easily – being accessible for a wide group of
people.
The advertisements – specifically the print posters have a burst of colour which
included yellow and blue borders and images including more colour allowing the
adverts to have a focus on the content involving the product and giving the
background of the advertisements a more simplistic and less cluttered feel to it. The
colour scheme can also be representative of the weather in London being gloomy.

4.
Who is in the campaign?
The campaign included many famous and inspirational sportspeople including stars
such as
• Harry Kane
• Skepta
• Alex Iwobi
and more in only one TV advert – showing that Nike has a great partnership with a
wide range of sport relevant celebrities giving the audience the impression that if
someone they are inspired by use their products they should too.
Big Shaq and Rio Ferdinand are also involved in the advertisements – showing that
the products are not only limited to sportspeople with the inclusion of Big Shaq,
giving the audience the knowledge that Nike produces a very wide range of clothing
as well as sportswear for athletes.
These stars are all from London and are associated with the city allowing their
London feel to be supported and appeal to a London based target audience by
including people who are known to have originated from London.