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  • Nike captures the grit of London's sporting youth
  • Nike captures the grit of London's sporting youth
    Nike (2018) ©

Nike captures the grit of London's sporting youth

Nike is hoping to encourage more young Londoners to get active with its humorous take on what it's like to play sport in the capital city. The spot, which is being hailed for its depiction of Gen Z lives, shows people will favour a brand if it represents its audience authentically.



  • Article image Super Bowl 2018: the insights behind the ads

    How did celebrities help out when Alexa lost her voice? Why did Australia create a fake movie trailer? And is every advert on TV just another Tide spot? Canvas8 unpicks the behaviors that underpinned eight notable campaigns from the 2018 Super Bowl.

  • Article image Run Dem Crew: getting fit with an inclusive community

    Getting active isn’t always easy. How long should you exercise for and where? When do you know you’ve really pushed yourself? Signing on youths and yuppies alike, London-based Run Dem Crew wants to prove that running is for everyone – as long as they’re willing to ‘run hard, fast, and strong’.

  • Article image What makes youth culture cool?

    That effortless sense of style and just-so way of carrying oneself – some people have it and some don’t. But how exactly do we determine what is and isn’t cool? Joel Dinerstein, author of The Origins of Cool in Postwar America, explains the origin of ‘cool’ and its evolution over the decades.

  • Article image Virgin Sport: a fitness festival for everyone

    The 2012 London Olympics may have brought glitz and glamour to sport in the UK, fuelling mass public support for athletes, but their impact on participation among everyday Britons has been limited. Can Virgin Sport inspire people to get active with social events that feel like music festivals?