Channel 4 has revealed its marketing campaign for the much anticipated #WagathaChristie inspired TV drama, Vardy v Rooney: A Courtroom Drama.
Produced by Channel 4’s multi-award winning in-house creative agency 4creative and planned by OMD UK, the campaign throws back to the iconic moment Coleen Rooney used social media to announce to the world who was leaking her stories.
The campaign took off (5th December) with a sky-scraping stunt, seeing a plane make two flights across Manchester United’s stadium (Old Trafford) and Everton’s stadium (Goodison Park) as well as above Knutsford, Cheshire’s ‘Golden Triangle’– an infamous WAG hotspot – with a banner reading ‘It’s……….’ on the first flight, and ‘…Vardy v Rooney’ on the second. The stunt recalls when ‘It’s……….’ became an iconic phrase after Coleen Rooney suspected her personal stories were being leaked by Rebekah Vardy, announcing her theory on social media with the memorable statement ’It’s………Rebekah Vardy’s account.’
On the ground, it continues with out-of-home posters reading ‘It’s……….’ live from the 5th to the 7th of December and reading ‘Vardy v Rooney: A Courtroom Drama’ from the 8th of December onwards. From the 12th of December, animated posters went live across Channel 4’s Facebook, Instagram and Snapchat accounts. Its stripped-back simplicity and anchoring around an iconic phrase enables the campaign to talk directly to an audience who lapped up every moment from the #WagathaChristie case.
Lynsey Atkin, Executive Creative Director at 4creative, said: “It’s not often we get asked to bring to life one of the internet’s most iconic moments, so we really couldn’t help ourselves running with the greatest drum-roll of the year. Then someone mentioned a plane and a 60ft banner and we couldn’t help ourselves then either. So much so we ordered two. Giving Vardy v Rooney: A Courtroom Drama the kind of theatrics it deserves has been a huge amount of fun, whilst hopefully giving those hooked on the case even more reason to tune into this most famous feud.”
Vardy v Rooney: A Courtroom Drama, is a dramatisation of the 2022 High Court battle that gripped the UK and was reported on around the world. Created from the real court transcripts, the two-part film will bring viewers all of the incredible moments from a case that kept the public and media gripped. Produced by Chalkboard, Vardy v Rooney: A Courtroom Drama is set to air on Channel 4 in December.
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Credits
Brand: Channel 4
CMO: Zaid Al-Qassab
Marketing Director: Amber Kirby
Head of Marketing: Laura Ward-Smith
Marketing Lead: Anna Kerr
Marketing Exec: Anna Chiarelli
Executive Creative Director: Lynsey Atkin
Deputy Executive Creative Director: Lambros Charalambous
Creatives: Stuart Gittings & Reuben Dangoor
Head of Design: Rob Boon
Designer: Charlie Bird
Snr Project Manager: Olivia Jones
Executive Producer: Charlie Bettice
Producer: Daniel Wimborne
Producer: Simon Glover
Media Agency: OMD UK