Fintech brand Airwallex, Arsenal Football Club’s finance partner, has teamed up with director Spike Lee to highlight football fans’ understanding of finance.
Created by Uncommon Creative Studio, “Who are ya?” is a two-minute film starring actors, players and supporters, including Thierry Henry, Rachel Yankey and Aaron Pierre.
It shows people at a pub partaking in the kind of conversation people would expect from football fans, with opinions flying and debate ensuing.
However, it becomes clear that the fans are not talking about tactics or players. Instead, they are discussing Airwallex and the financial world.
They speak in financial jargon, leading Henry to think they're talking about him as they say, “So fast”, “and elegant” and “that’s a lovely touch”. They correct him by showing him the Airwallex app.
Football commentator and former Arsenal player Martin Keown, actor Jasmine Jobson and current players Kai Havertz, Gabriel Magalhães and Viktor Gyökeres also make appearances.
While all of this discussion is taking place, the Do the Right Thing director stands up and asks everyone to be quiet and watch the match.
It was directed by Lee through Grand Nature.
Lee said: “I’ve been riding with Arsenal for years; it started with Thierry. But what really stayed with me is what the club stands for – its history, its culture, the way it reflects the world beyond the pitch.
“With ‘Who are ya?’ I wanted to capture that real supporter energy, the passion, the debates, the humour. Fans today don’t just follow the game, they understand everything around it too.
“Bringing Airwallex into that conversation felt natural, because the film plays on how fans now talk about the business side of football just as much as what happens on the pitch. This film is about that voice, that culture, and that community.”
Arsenal Football Club recently worked with WhatsApp and Facebook to release “It’s official”, a film that explored the role Meta’s apps play in supporters’ lives.
Meanwhile Arsenal Women Football Club partnered Unilever’s laundry brand Dirt Is Good to encourage young girls to play outside.
Matt Jennings, global creative director at Airwallex, added: "Let’s be honest, most Arsenal supporters haven't heard of Airwallex, and we didn't want to be a random logo on a perimeter board; so we decided to introduce our Arsenal partnership in a way supporters couldn’t ignore.
“Football isn't just 90 minutes on the pitch, it’s the talk about money, business, and tactics that happen at the pub every week. We hope our ‘Who are ya?’ film brings those conversations to life in an entertaining way, and ensures no Arsenal fan will ever have to ask, ‘Air-who?’”
Miroma Founders Network handled media for the campaign.
Arsenal’s partnerships are at their best when they lift the team’s supporters and bring them closer together, according to Arsenal’s chief commercial officer Juliet Slot.
She said: “‘Who are ya?’ is a celebration of the incredible passion of our community, and how we can use our shared platforms to connect us wherever we are in the world. We love Spike’s passion and understanding for our club which shines through our film.”
