Arsenal adidas

Where we belong

Agency: Iris


To launch Arsenal’s 2021/22 third jersey, Iris created ‘Where we belong’, a 3.5 minute mockumentary. Instead of focusing on well-known players, the film spotlights a 60-year-old character to launch the latest shirt - Arsenal super fan, Len. 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. 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. The campaign taps into the fact that, for fans, there is nothing more powerful than belief. 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.

This professional campaign titled 'Where we belong' was published in United Kingdom in August, 2021. It was created for the brands: adidas and Arsenal, by ad agency: Iris. This Content medium campaign is related to the Fashion, Retail Services, and Sports industries and contains 1 media asset. It was submitted about 2 years ago.


Advertising Agency: Iris, London, United Kingdom of Great Britain and Northern Ireland
Executive Creative Director: Grant Hunter
Creative Director: Rachid Ahouyiek
Creative Director: Henry Scotland
Associate Creative Director: Matthew Carter
Associate Creative Director: Jonathan Wedlake
Planner: David Austin
Business Director: Ben Buchanan
Senior Account Director: Theo Jenkins
Account Manager: Dyfed Thomas
Agency Producer: James Plaxton
Agency Producer: Sophie Smith
Agency Producer: Michael Hanney
Director: Dominic O’Riordan
Editor: Jack Singer
Sound Engineer: Tom Pugh


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