The problem:
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.
It felt right to build on that relationship. However, we discovered that the fanbase had a separate connection to Emirates that had flown completely under the radar – their affinity to Dubai, where they held 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…
The answer:
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.
After hearing first-hand about the player’s experience during the training camp, Arsenal supporters once again got to step foot on the Emirates turf during the top-of-the-table clash vs title rivals Liverpool, and compete for the chance to experience Dubai for themselves.
