Campaign Spotlight

Campaign Spotlight: Inspirational film for The Mayor of London’s office “This is London. And everyone is welcome.” by 20ten

LONDON, UK – The Mayor of London’s office reveals an inspirational film to promote London’s role as host city for the UEFA EURO 2020 football finals, delayed last year due to Covid. 

The “This is London” film launches from 4 June, shortly before the tournament kicks off on 11 June, and is part of a wider UEFA EURO 2020 campaign by The Mayor of London’s office to help reconnect Londoners with the city that they love; making them feel positive about the future of London by celebrating the city’s core values, such as openness, diversity and resilience. The film will be screened on outdoor digital billboards across the capital, in Fan Zones, on social media and on various football websites. 


The campaign strategy – including the ‘This is London’ strapline throughout the comms – was created by agency 20ten for the Mayor of London’s office. The 60-second spot is a grassroots homage to London championing the raw personality of the city, through Londoners’ own voices. 

The pro-bono film is a local celebration of the city’s love affair with football and heralds the opening up of the capital as it moves out of lockdown. Voiced by and featuring TV sports presenter Seema Jaswal; the film also includes a cameo appearance by the Mayor of London Sadiq Khan showing off his impressive “keepy-uppy” skills. 

Upcoming British football stars, Mo Omar, professional freestyler; and This Girl Can’s Charlotte Lynch, who plays for London Super 5 League – also star alongside a cast of everyday Londoners.

Recently confirmed as the lead co-presenter of ITV’s Euro 2020 coverage, Seema who presents the Premier League’s global Matchday Live shows, takes a lead role in the film. She gives a stirring description of Londoners’ excitement, diversity and passion for the beautiful game. 

Seema Jaswal says: “As a Londoner and football fan, I jumped at the chance to get involved with this project. This film showcases London’s energy, enthusiasm and inclusivity. This is my city, my game – and it’s a chance to show how London is putting its best foot forward during this amazing competition.”

Towards the end of the film, as Seema emphatically announces, “This is my place, our home…” Sadiq Khan concludes: “This is London. And everybody’s welcome.”

Dan Bacon, Creative Director at 20ten adds, “The ambition for the brief was to create a hero film rooted in the essence of what is London. Conceived and created using home-grown talent to create a unique piece of content, it’s a visual expression of the diversity of our town. A journey across the city, taking in the energy and positivity of cultures, communities and conversations from all aspects of London life, juxtaposed with football references. We hope that everyone is inspired to get back out there and discover more this summer – and maybe take in a couple of games too.”

Olly Blitz, managing partner of 20ten, says: “We are truly excited about this project. What could be a greater privilege than to create a campaign combining two of our greatest loves, football and London? This campaign will leave people in no doubt that London is a brilliant city which is opening for business, and where communities can come together to celebrate the tournament.”


The Mayor of London’s Office

Advertiser Brand : The Mayor of London’s Office
Client Name : Christian Edwards, Senior Marketing & Campaigns Officer/Mayor of London’s office
Creative Agency : 20ten
Creative Director : Dan Bacon, 20ten
Strategy Director : Louise Odquier, 20ten
Media & Partnerships Director : Rakesh Dhall, 20ten
Account Manager : Megan Gervais, 20ten
Director : Cleo Samoles-Little
Production Company : Unit 9
Editors : 20ten
Post Production : Unit 9/20ten
Artists : Seema Jaswal, Mo Omar, Charlotte Lynch and Mayor of London Sadiq Khan
Media Planning/Buying : Wavemaker

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