Iris London


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.

Date created: August 2021 2021-08-01T00:00:00+0100
Date published: 12 August 2021 2021-08-12T16:02:28+0100
Pro member:

Pro accounts have added benefits for Creativepool members. To get your Pro account go here.


Iris has been a Contributor since 19th January 2017.

Invite x3

adidas x Arsenal - Where we belong



Project tags