This Is Home

Ahead of the 2019/20 season, Adidas tasked us to launch their new Arsenal FC home and away jerseys to mark the start of a partnership between adidas and Arsenal FC.  

To commemorate Arsenal’s return to adidas after 25 years, we created a hero film for the Home kit centred around North London - the home of diversity, community and Arsenal Football Club. 

The spot showcases inclusivity through Arsenal players and fans from around the world feeling at home in London, and at Arsenal. Narrated by Arsenal legend, Ian Wright, the film shows how the players and fans have become part of the fabric of the club and community, adopting accents of North London and real Arsenal fans using lip-sync and dubbing techniques.

The hero films feature players, past and present, alongside fans including Idris Elba, Tony Adams, Mesut OzilVivianne Miedema and Reiss Nelson. Paying homage to London, with cameos in a local barbershop, a North London café, a fish and chip shop, and across the streets of London.

Then, to celebrate Arsenal’s success throughout the 90s, we launched the Away kit with a film that pays homage to the ‘Bruised Banana’ jersey worn during this period.

The films formed part of a fully integrated campaign which went live across adidas, Arsenal and stars of the film’s social channels.

The campaign also went OOH in a North London ‘Tube Takeover’ at Highbury & Islington, Camden & King’s Cross stations, across retail stores, and featured in press with a wrap cover in the Evening Standard.

64K
64K
Mentions across launch period
95%
95%
Positive sentiment
846K
846K
Press coverage views
161%
161%
Increase in search during launch period
OOH 1 OOH 2 OOH 3 OOH 4 OOH 5 Away