SectorGovernment / Non-profit
London Mayor Sadiq Khan demonstrates his football skills in a new film to promote London's role as host city for the Uefa Euro 2020 football finals.
Voiced by and featuring TV sports presenter Seema Jaswal, the film sees the mayor himself showing off some impressive "keepy-uppy" skills. Upcoming British football stars, professional freestyler Mo Omar, and This Girl Can’s Charlotte Lynch, who plays for London Super 5 League, also star alongside a cast of everyday Londoners.
Towards the end of the film, as Jaswal emphatically announces, "This is my place, our home…" Khan concludes: "This is London. And everybody’s welcome."
Launched on Friday (4 June), "This is London" is part of a wider campaign by the Mayor of London’s office to help reconnect Londoners with the city they love by celebrating its core values. The 60-second spot will be screened on outdoor digital billboards across the capital, in Fan Zones, on social media and on various football websites. Media is handled by Wavemaker.
The campaign strategy – including the "This is London" strapline throughout the comms – was created by agency 20ten and is a grassroots homage to London championing the personality of the city, through Londoners’ own voices.