Following up from the Emirates International Break, Arsenal and Emirates wanted to continue establishing a stronger supporter/sponsor relationship – but with a completely new idea.
Naturally, it felt right to build on that relationship. However, we discovered that the fanbase already has a strong connection to Emirates, one that had flown completely under the radar – their affinity to Dubai, which hosted the team’s 23/24 training camp. It was a pivotal moment in the season that turned their form around, and fans often call for the team to go back.
So, we recreated this iconic, cult moment during half time in one of the biggest games of the season, and invited fans to be part of the story.