2021 marked the deadliest year on record for London’s teenagers, as knife crime in the capital reached its highest levels since 2008, and 30 teenagers were killed in stabbing incidents. The news came against the backdrop of ongoing government budget cuts, which resulted in the closure of 750 youth centres in London alone.

Launched in response to the worrying trend, No More Red is a long-term initiative for young Londoners by Arsenal FC and adidas – two names that carry huge weight among the community they are trying to reach. Led by Iris, the multifaceted campaign’s mission was simple: to help Londoners stay away from youth crime through active mentorship and the creation of safe spaces.

The campaign kicked off with a new all-white Arsenal home kit design, symbolising the ambition to eradicate bloodshed among London’s youth. Lifelong Arsenal fan Idris Elba, and former and current players including Ian Wright and Bukayo Saka, helped launch the kit, which was worn by Arsenal live on national TV during the FA Cup. The broadcast included a ten-minute, pitch-side discussion with Elba and Wright before the game, along with the launch of the campaign’s hero film.

Despite spending no money on paid media, the campaign was seen by a staggering 20% of the UK population and over 33 million people worldwide. It also received more than 1,500 pieces of coverage from major news channels and sports press worldwide, and it was even debated in UK Parliament.

In the long term, the No More Red collective will see adidas and Arsenal work with the football club’s community department to reward and celebrate individuals who are finding spaces away from youth violence.

Credits:
Adidas: No More Red
Winner: Integrated Campaigns
Entrant: Iris
Agency: Iris 
Creatives: Charlie Parker, Jonny Marsh
Creative Directors: Rachid Ahouiyek, Henry Scotland 
Executive Creative Director: Grant Hunter
Planner: Ben Milligan
Account Directors: Theo Jenkins, Harry Cleaver
Account Manager: Dyfed Thomas
Business Director: Ben Buchanan
Agency Producers: Nadia Black, Emily Hendrey
Design Director: David Missen
Retouch: Paul Johnstone, Kevin Relf, Steve Sims, Sophie Hewitt
Artwork: Billy Thomas, Kyle Nagel, Rebecca Koss
Moving Image Executive Producer: Michael Hanney
Hero Film:
Production Company: Outsider
Production Company Producer: Tex Travi
Director: Tom Day 
DOP: Hamish Anderson
Editor: Kevin Palmer
Grade: Philip Hambi @ MPC
Post-production: No 8
Audio post-production: Parv @ Wave
Other Films & Teasers:
Production Company: Alt Films 
Production Company Producer: Ben Padfield
Director: Adam Loveday-Brown
Editors: Adam Loveday-Brown, Iain Finlay, Jamie Jones
Post-production: Alex Dow @ Coda Post Production
Audio post-production: Coda Post Production
Lock up Design: George Goldsack