Channel 4 takes to the skies to launch Vardy v Rooney: A Courtroom Drama

6 December 2022

Channel 4 has today 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 takes off today (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……….’ going 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 will go 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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Notes to editors

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