To launch Chivas Regal 22, a limited-edition collaboration with Arsenal FC, we developed a campaign celebrating the belief, loyalty and dedication of a fanbase that had waited 22 years to see Arsenal return to the summit of English football.

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Built around the idea of 22 years of dedication, the campaign looked beyond the moment of victory to celebrate everything that came before it.

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At the heart of the campaign was a cinematic hero film bringing together voices from across Arsenal culture, including Shay Gunner, anchored by lifelong Arsenal fan and artist Wretch 32, who wrote and delivered an original spoken-word voiceover for the film. His words became the emotional thread of the campaign - a reflection on patience, loyalty and what it means to stay dedicated to something through every high and low.

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FALSE 9 led the creative development and production of the campaign, extending the hero narrative across a suite of social films and stills that brought the Chivas Regal 22 collaboration to life across multiple touchpoints.

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The result was a launch that transformed a limited-edition bottle into something bigger: a celebration of 22 years of culture, community and dedication to Arsenal.

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