Firstly, I've tried assuming $L$ is regular and find a contradiction with help of the pumping lemma's 3 conditions, I was not able to get to a contradiction.
I've tried thinking of a word $z\in \{0,1\}^*$ to attach to $wv^i$ and $wv^j$ for some $i\neq j$, and to combine that with the pumping lemma's $xy^2z\in L, k\geq 1$ yet I got stuck on the way.
I'm looking for a direction of thought, a colleague suggested looking at the example word $10000000110000000$ , yet I cant see the how this example promotes what I'm trying to prove.