Arsenal FC - Reverse Graffiti

The objective was to generate excitement among fans in the lead-up to the release while reinforcing Arsenal’s connection to the local community. To achieve this, CityBrand proposed a reverse graffiti campaign—an innovative outdoor advertising technique that uses cleaning methods to create artwork on dirty surfaces, rather than applying paint or materials.

CityBrand strategically installed 40 reverse graffiti pieces across key locations in North London. The placements formed a cohesive “trail” beginning at major London Underground stations frequently used by Arsenal supporters, gradually guiding fans toward Emirates Stadium. Each artwork featured the instantly recognisable Arsenal cannon, with the barrel pointing towards Emirates Stadium as a subtle directional cue to encourage pedestrians to follow the route. This created a sense of anticipation and discovery, transforming a routine commute into an interactive brand experience.

Execution required careful planning and coordination. CityBrand conducted site surveys to identify high-footfall areas with suitable surface conditions and secured the necessary permissions to operate within public spaces. The cleaning process itself was carried out during off-peak hours to minimize disruption, using eco-friendly techniques that aligned with both the brand’s and the club’s sustainability values.

The campaign successfully captured attention both on the streets and across social media, as fans shared their experiences of following the trail. By combining creativity, sustainability, and strategic placement, CityBrand delivered a memorable activation that not only promoted the new kit but also strengthened Arsenal’s presence within its local environment. The project demonstrated how unconventional media can create meaningful engagement while maintaining a low environmental impact.