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
a celebration of flavour, football heritage and north london culture, all wrapped up in one unapologetically excessive pie. the collaboration felt unexpected yet natural, generating buzz across sport and lifestyle audiences.

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[agency: false9]

[clients: arsenal, chivas regal, willys pies]