arsenal x chivas

pies & punchlines

the brief
find the sweet spot where three very different brands – a whisky, a pie-maker, and a football club, could collide naturally in a campaign.

the idea
we reimagined the humble matchday pie, elevating it from throwaway stadium grub into a bold cultural symbol of craft, character, and north london spirit. something that could sit proudly alongside chivas regal and willy’s pies, while staying authentic to arsenal’s loyal fanbase.

the execution

concepted and shaped the creative territory that brought all three brands together under the regal pie house
character-led portraits of arsenal players, shot as if they were regulars at the pie shop, with the pie and whisky bottle centre stage
extended into content with pies & punchlines, a series hosted by mo gilligan, mixing humour, football banter, and chivas highballs with arsenal players

the impact
with over 30 million views across youtube, tiktok and instagram, alongside millions of likes and positive comments, pies and punchlines is a winning celebration of flavour and football heritage, serving up north london culture in a truly shareable way

[agency: false9]

[clients: arsenal, chivas regal, willys pies]