Alpaca Communications x Balderton

30
Vanarama
no more years of dirt
Vanarama wanted to
celebrate the relationship
between football and their
core audience (white van
man), during the 2018
World Cup in Russia. They
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.
Results
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.