As more and more people around the world tune into the English Premier League, Chelsea Football Club wanted to capitalise on these emerging fans looking for a English club to support, by positioning themselves as ‘The Pride of London’.


In the run up to two London derbies in one week – versus Tottenham and Arsenal – we released the film, ‘All Eyes on London’. It featured Chelsea players and fans seemingly from around the world, speaking in their native language, before revealing they were actually all based in London. It built hype for the derby matches by poking fun at the opposing teams, whilst celebrating London’s incredible diversity.


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