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Creative

Arsenal Super Fan Len Embodies Club Commitment in Third Jersey Mockumentary

Iris and Kode team up with director Dominic O'Riordan for launch of the third kit jersey film 'Where We Belong'

Arsenal Super Fan Len Embodies Club Commitment in Third Jersey Mockumentary

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 fictional character to launch the latest jersey - 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.


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Lead creative agency: Iris

ECD: Grant Hunter

Creative Directors: Rachid Ahouyiek, Henry Scotland

Associate Creative Directors: Matthew Carter, Jonathan Wedlake

Agency: Iris London

Planner: David Austin

Account Team: Ben Buchanan (BD), Theo Jenkins (SAD), Dyfed Thomas (AM)

Agency Producers: James Plaxton, Sophie Smith, Michael Hanney

Production Company: Kode

Director: Dominic O’Riordan

Edition house: Stitch

Editor: Jack Singer

Post production: Kode Red

Audio post production: Grand Central Recording Studios

Sound Engineer: Tom Pugh

Category: Sports and Leisure , Sports clubs

Genre: Comedy , Dialogue , People