Local rivalry is alive and well in North London where Arsenal’s fixture against Tottenham Hotspur remains a highlight of the season for fans. To promote ticket sales for the next match which takes place at the Emirates Stadium, agency Weirdo wanted to reposition the focus away from the men to highlight the women and their equally fierce rivalry and passion. 

The campaign stars 83-year-old Maria Petri, a proud Gooner who has been attending derbies as far back as she can remember. Her knowledge of the game and infectious enthusiasm makes for a dynamic film where audiences see her shout; “Come on boys and girls!”. The ad features an impressive range of matchday memorabilia with tickets dating back to 1935 and sees Petri recite some of her own memories of the games.

Strategic guidance from partner agency Cake helped shape the concept of Old Rivals, New Era. Weirdo wanted to explore some of the histories of the fixture and show that the upcoming match marks a turning point in the story where the rivalry between the women’s teams is finally as important and fierce as the men’s. One of the biggest challenges of the campaign was how to do that without showing male players but still tapping into the motivating power of nostalgia.

The creative style is reminiscent of Wes Anderson with old-style memorabilia in visually appealing positioning, crisp typography and centralised shots of the stadium to create the nostalgic feeling. By embracing the past, the campaign brings the fixture into the present where women are as much a part of the game as men.