Back in 1913, a small football club called Woolwich Arsenal was struggling to maintain its place in the Second Division. 93 years later it was one of the most successful clubs in Europe and had outgrown its beloved Highbury stadium.
We were charged with developing a campaign to place the Nike brand at the heart of buzz surrounding the stadium move.
For the campaign concept we dramatised the relocation, capturing a series of shots that showed the players walking to their new home in a hero-like procession. We went to great effort to convey the excitement and anticipation around the move, whilst at the same time paying respect to the massive importance of Highbury in Arsenal FC’s history.
The assets we generated were used across a huge variety of ATL, retail, digital and PR activity.
The campaign remains one of Nike’s most successful sponsorship campaigns ever and was a huge success with fans.