In Islington, a borough with plenty of talent, Arsenal FC has started a creative campaign to advertise its new 2023–24 away kit.
The campaign, created by diversity-focused firm Weirdo, includes a film showcasing “fearless originality in the performing arts and football” with stars from Arsenal and musicians from Islington. In the first scene of the movie, Bukayo Saka, an English international, is dressed in a uniform and asks the team bus driver to turn on the fictitious “Islington FM.”
The initiative aims to increase the global visibility of some of North London’s most innovative and creative voices. A diverse array of Arsenal fans, including Theo Ellis of Wolf Alice, Martin Kemp of Spandau Ballet, Asa Butterfield of Sex Education, and Ashley Walters of Top Boy, are included in the hero movie.