Everybody wants to belong somewhere and none more than football fans. Belonging to “your” team is everything to sports fans.
This has become the foundation for Iris’ campaign for adidas x Arsenal’s third kit, which is led by a film, This is family.
The film plays on the unifying power and popularity of Arsenal’s head coach, Mikel Arteta, building the whole film around him and his “team talk to the Arsenal family”, and builds pride in the “family” by showing its diverse and global range.
It also features women’s footballer of the year, Vivianne Miedema, and breakthrough academy talent, Bukayo Saka, who appears with his own real family. Arsenal legends, Kanu and Dennis Bergkamp, also support the message with cameos.
This is family was directed by Karim Huu Do and was shot entirely during lockdown.
Lead Strategic and Creative Agency: Iris
Creative Directors: Henry Scotland & Rachid Ahouiyek
Creative Team: Charlie Parker & Jonny Marsh
Strategist: Ben Milligan
Senior Account Director: Theo Jenkins
Senior Account Executive: Dyfed Thomas
Agency Producers: Nadia Black & Catharine Griffiths
Design Director: David Missen
Designer: Will Timney
Production Company: Object & Animal
Director: Karim Huu Do
Editing: Elise Butt @ Trim
Post Production: Iain Murray @ ETC
Audio Post Production: Ben Gulvin @ 750
Song: Luis Almau