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Mayor of London: This Is London

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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.
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Olly Blitz, Managing Partner

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