The ‘This is London’ campaign was launched 4 June and will run up to UEFA Euro tournament kick off, next week 11 June. The Mayor of London’s office enlisted the help of 20ten to generate excitement among Londoners and celebrate the city’s core values of openness, diversity and resilience.

Dan Bacon, Creative Director at 20ten says, “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.

The 60-second video is a tribute to the city of London and the diverse people that make it so unique. It is voiced by TV sports presenter Seema Jaswal and includes a cameo appearance of Sadiq Khan.

The pro-bono film celebrates the city’s love of football and generates positive associations for the viewer and positions the Mayor of London’s office as a supporter of the diversity and cause of social good.

The film will be screened on outdoor digital billboards across the capital, fan zones and on social media and football websites.