Channel 4 has this week unveiled an integrated marketing campaign to promote its upcoming dramatisation of so-called ‘Wagatha Christie’ libel case between Colleen Rooney and Rebekah Vardy.

Developed by the broadcaster’s in-house creative agency, 4creative, the campaign launched on Monday (5 December) with a playful activation poking fun at the moment Colleen Rooney first outed Vardy as her social media ‘leaker’ with the phrase ‘It’s…..Rebekah Vardy’s account’.

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“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,” 4creative executive creative director, Lynsey Atkin said.

“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.”

Planned by Omnicom-owned OMD UK, further assets will be rolled out across out-of-home and social media, with a series of animated posters set to go live on Channel 4’s Facebook, Snapchat and Instagram accounts.