Alpaca Communications



The creative PR campaign that hijacked the World Cup

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Client: Vanarama

Campaign: #nomoreyearsofdirt

Vanarama wanted to celebrate the relationship between football and their core audience (white van man), during the 2018 World Cup in Russia. Vanarama wanted vans and Harry Kane’s heroics to be part of the same conversation. We responded by hiring some of the UK’s leading graffiti artists to recreate England’s more memorable moments in dirt, on vans just hours after they’d happened. The resulting shoot, entitled No More Years of Dirt took place in ‘typical’ English settings in the client’s home town of Hemel Hempstead.


The creative was an open goal for the tabloids with the red tops running the story on the day England went through to the semi-finals, in addition to broadcast running the story in evening bulletins. Seven leading FanTV channels all shared images and video on their YouTube Channels, including United People’s TV (Man Utd) AFTV (Arsenal TV) West Ham TV (West Ham) The Redmen TV (Liverpool) Newcastle Fans TV (Newcastle Utd) Toffee TV (Everton) The Ugly Inside (Southampton).

The campaign’s reach was 468 million and the images were shared over 5,000 times on social.