Client: Arsenal
Date: Jan 2022
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Arsenal FC and kit sponsor Adidas have dropped a special-edition shirt as part of the ‘No More Red’ initiative aiming to address the growing numbers of knife-related crimes in London.

During Sunday’s FA Cup clash with Nottingham Forest, the iconic red tones will notably be missing from Arsenal’s strip to symbolize the ambition to eradicate bloodshed on London's streets.

In a hard-hitting supporting film, created with Iris London, we see life-long football fan Idris Elba take viewers through some bleak city scenes with the cutting message that many of tomorrow’s soccer stars won’t be given the chance to realize their dreams due to rising youth violence.

The actor drives home that many young people are worriedly looking over their shoulders instead. ‘It’s blades, its beef, it’s madness’ he states as the camera pans to kids fighting on the street and a group of boys on bicycles.

As the emotive music continues Arsenal legend Ian Wright somberly asks how the situation can be changed while standing alone at the Emirates Stadium. Viewers then see current youthful first-team players Bukayo Saka and Emile Smith-Rowe walking down the tunnel with Smith-Rowe stating that everyone needs inspiration in their lives. The shot ends on the powerful ‘No More Red’ message.

In a hard-hitting supporting film, created with Iris London, we see life-long football fan Idris Elba take viewers through some bleak city scenes with the cutting message that many of tomorrow’s soccer stars won’t be given the chance to realize their dreams due to rising youth violence.