Award-winning, Bristol-based TV and video advertising agency Happy Hour Productions has teamed up with Arsenal FC and adidas for the fourth iteration of their 'No More Red' campaign, as they continue to tackle youth violence in London.

This year's 2025 campaign launched, with special permission from the FA, on Sunday 12 January, with Arsenal’s men’s team wearing the all-white No More Red kit, drained of the club’s traditional red, when they faced Manchester United in the third round of the FA Cup.

This marks the fourth consecutive season the North London club has worn the No More Red strip. Arsenal’s women’s team were also due to sport the all-white kit at Meadow Park on the same day, against Bristol City in the fourth round of the FA Cup, but unfortunately this was cancelled due to poor weather.

As their Creative Production Partner, Happy Hour was tasked with celebrating the everyday heroes behind the cause, by creating four new films to support this year’s campaign.

Campaign Launch Film

No More Red was launched in January 2022, in partnership with adidas, to support the long-standing work undertaken by the Gunners and ‘Arsenal in the Community’ to help keep young people safe from knife crime and youth violence.

Through the programme and its investment from adidas, three pitches have been refurbished on the Harvist, Kings Square and Mayville Estates in Islington, providing not only better-quality pitches, but vital safe spaces, complete with Arsenal community coaches.

Happy Hour created and directed three new films to celebrate the local community heroes at the forefront of this year’s campaign.  We also developed a montage of all 3 hero films to create a 90" launch film.

Each of the 90" documentary style hero films captures a genuine conversation between an Arsenal star and a special individual, being celebrated for their contributions to the local community:

• Declan Rice meets George, an aspiring coach who’s benefitted from the safe space pitches and who is currently studying for a diploma in sports analysis and coaching at Arsenal College, through the No More Red initiative.

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• Alessia Russo meets Amy, an important role model in her local community, who runs football sessions for young girls at her local No More Red pitch - offering not only coaching, but a safe place to meet and talk.

• Myles Lewis-Skelly meets Zak, a long-time advocate of the safe spaces created by No More Red, who goes above and beyond in his local community and has been recognised for his exceptional work in empowering young people.

Using a dynamic blend of mixed media to enhance the storytelling, we created an authentic, visually captivating experience - each film following a unique conversational path, with the underlying themes of role models and safe spaces continuing to shape the core messages throughout.

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Keen to find out how Happy Hour can help you engage your community, elevate your CSR efforts and build your brand story?

Find out more about our video production capabilities and drop us a line - we'd love to hear from you!

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"It was a joy to collaborate with Arsenal and adidas on this year’s No More Red campaign. The whole team expertly shepherded the process of bringing these stories to life, allowing space for creativity, exploration, and curiosity. However, it’s the community members and players who truly make the film what it is. Because at the heart of the three films is a simple but important conversation. My job, and the job of the team, was to simply capture that connection.”

Matt Cooper, Head of Creative at Happy Hour and director of the 2025 No More Red video campaign