Marking Arsenal and adidas’ 4th year of their No More Red community campaign

Four new films recognising the extraordinary people behind the Gunners’ campaign to protect young people from knife crime and youth violence.

‍Challenge

Arsenal’s ‘No More Red‘ campaign was first launched in January 2022, in partnership with adidas, to support the long-standing work undertaken by the North London club to help keep young people in the local community safe from knife crime and youth violence.

This year’s 2025 campaign launched, with special permission from the FA, on Sunday 12 January, with Arsenal’s men’s team wearing the all-white No More Red kit, drained of the club’s traditional red, when they faced Manchester United in the third round of the FA Cup. This marks the fourth consecutive season they have worn the No More Red strip.

The initiative is a multi-year commitment in collaboration with ‘Arsenal in the Community’ which recognises and celebrates individuals who are creating safe spaces away from gang crime.

For 2025 the campaign challenge was to create a suite of films celebrating the everyday heroes behind the cause, and the impact that No More Red is having.

As youth crime in London and across the UK continues to increase, No More Red continues to offer a vital refuge and pathway for those looking for safe spaces and positive role models in the Islington area.

These films aim to remind the local community that it’s there, and shine a light on the people behind it – to ultimately encourage more young people to take advantage of the support and resources available.

Creative Strategy

As the Creative Production Partner for the 2025 iteration of the programme, Happy Hour was tasked with bringing Arsenal and adidas’ No More Red campaign to life by creating and directing three 90-second hero films, as well as a 90-second launch film.

Working closely with Arsenal’s in-house creative team, the aim was to highlight the incredible impact the initiative has had over the previous three years, and how maintained support will continue to positively affect the lives of young people across North London.

Over two jam-packed shoot days, across multiple locations, we developed four films in four formats.

Each of the 90-second documentary style films captures a genuine conversation between an Arsenal star and a special individual who is being celebrated for their contributions to the local community:

• Declan Rice meets George, an aspiring coach who’s benefitted from the safe space pitches and is currently studying for a diploma in sports analysis and coaching at Arsenal College, through the No More Red initiative.
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• Alessia Russo meets Amy, an important role model in her local community, who runs football sessions for young girls at her local No More Red pitch – offering not only coaching, but a safe place to meet and talk.
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• Myles Lewis-Skelly meets Zak, a long-time advocate of the No More Red safe spaces, who goes above and beyond in his local community and has been recognised for his exceptional work in empowering young people.

Results

Using a dynamic blend of mixed media to enhance the storytelling, we created an authentic, visually captivating experience – each film following a unique conversational path, with the underlying themes of role models and safe spaces continuing to shape the core messages throughout.

Check out all 3 hero films in our No More Red blog, or find out more about our video services.