ATTENTION

VANARAMA

Vanarama World Cup Activation. No more years of dirt

Brief

Vanarama already had a close relationship with football. It sponsored the National League and a large chunk of its existing customers are football loving tradesmen. Our job was to cement that relationship even further with a stunt around the World Cup in Russia that would get people talking about vans in the same conversation as Harry Kane and co.

Solution

So we’ve all seen dirty vans. We’ve all seen some joker write ‘clean me’ out of the dirt on the van. But you may not have seen dirt turned into Key World Cup moments from England’s penalty shootout heroics by top UK artists on the side of a van.  We got the van nice and dirty, hired some of the UK’s leading graffiti artists and then took the Van on the road, shooting “This is England’ style shots classic British venues [e.g. boozers]. All wrapped up in the hashtag #nomoreyearsofdirt.  

Outcome

The creative was an open goal for the tabloids with The Mirror and The Daily Mail running the story on the day England went through to the semi-finals, with ITV including the images and footage shot at the shoot in evening bulletins. Not to mention the van getting mobbed wherever it went. The creative was an open goal for the tabloids with The Mirror and The Daily Mail running the story on the day England went through to the semi-finals, with ITV including the images and footage shot at the shoot in evening bulletins. Not to mention the van getting mobbed wherever it went.

“We loved this idea from Alpaca. We wanted to immortalise England’s campaign in a way that was uniquely Vanarama. They smashed that brief”.  Tom Roberts | Head of PR at Vanarama 

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