We were tasked to launch Arsenal’s new home kit at the end of a momentous season for the men’s, women’s and academy squads. As results on the pitch changed, so did our brief. What had begun as a relatively simple kit launch became a club-wide moment that went beyond marketing and became the closing chapter to a season that, irrespective of joy and disappointment, was special for its bond between supporters, players and staff.
We worked with the club to develop Forever, Arsenal – an end-of-season tribute to a rekindled spirit of togetherness at the club. This emerged from a series of in-depth interviews with supporters at matchday, and their own words became the foundation of our creative idea.
A campaign for everyone
We challenged ourselves to set a new benchmark for inclusive football communications. This chapter of activity culminated in the launch of a film from manager Mikel Arteta to supporters, complete with BSL support, a first for a football club. Across multiple touch points we looked to avoid the gimmicks of stereotypical kit launches and connect supporters and players authentically, from in-store retail to matchday screen graphics and even a secret unveiling of the kit to 350 representatives of the community that exists around the football club.
Our main film was at its heart a thank you message from the manager directly to supporters, with the new kit subtly woven in to represent the season to come. Our script was developed directly with supporters and the manager, to ensure we gave voice to everyone’s perspective. Central to this process was our work with Chris Godfrey, a journalist who had first hand experience profiling and interviewing manager Mikel Arteta. His expertise helped us bring all these perspectives together, and we then worked with Oneighty Productions across multiple match days to produce a beautiful hero film, all shot on film.
Ahead of the film’s main launch we invited 350 supporters and staff to meet club hero Bukayo Saka and see the kit for the first time. Assembled in the stands, we were all to capture a portrait of the togetherness Arteta speaks to in the film, making it visible for all to see.
In just four days we produced, shot and edited all the video and stills content.
Connecting everything together were a suite of images that continued the theme of unity. Our layered compositions brought together photography of the team wearing the new kit, and UGC of matchdays sourced from popular Arsenal Instagram accounts.
The final match
On the final day of the season our campaign arrived back at the place where it started – amongst the crowds at Emirates Stadium. We designed a range of graphic and photographic branding applied across stadium signage, a fan activation zone, retail store and stadium screens, creating a backdrop to a speech from Mikel Arteta to the crowd, echoing his words from the film.
Thanks to Oneighty Productions and director William Miller, photographer Kemka Ajoku, strategist Holly Gilbertson, journalist Chris Godfrey and many others for all their incredible work.