adidas x Arsenal - Where we belong

We are currently adidas’ lead global strategic and creative agency for football and have partnered with them since 2002.

As part of adidas’ partnership with Arsenal FC, we were tasked with launching Arsenal’s 2021/22 third jersey.

We created ‘Where we belong’, a 3.5 minute mockumentary staring 60-year-old fictional super fan, Len. Targeted at Arsenal’s youthful audience, the film demonstrates what it means to ‘believe’ in an Arsenal shirt, and how a football shirt can provide fans with a unique sense of belonging.

We are currently adidas’ lead global strategic and creative agency for football and have partnered with them since 2002.

As part of adidas’ partnership with Arsenal FC, we were tasked with launching Arsenal’s 2021/22 third jersey.

We created ‘Where we belong’, a 3.5 minute mockumentary staring 60-year-old fictional super fan, Len. Targeted at Arsenal’s youthful audience, the film demonstrates what it means to ‘believe’ in an Arsenal shirt, and how a football shirt can provide fans with a unique sense of belonging.

Where we belong

The mockumentary turns Len into a true club legend, with players past and present telling stories about him and how his belief has influenced some of the club’s most historic moments.

Faithful Arsenal fans have always had an elite mentality and believed that no matter what happens on the pitch, they are one of the best clubs in the world and they will get back to where they belong - Len is the embodiment of that belief. 

Directed by a diehard life-time Arsenal fan, the film is littered with insights and easter eggs that only ‘true fans’, like Len, will pick up on.

'Where we belong' taps into the fact that, for fans, there is nothing more powerful than belief.

The campaign is running across YouTube and Instagram, as well as adidas and Arsenal's digital channels.

Highlights

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