Valentino Vendetta: Soho Launch Night With Three Monster Digital AdVans

Three Monsters. One loop. Sound on.

Vendetta is Valentino Beauty’s new fragrance, one for her and one for him. The London launch was a party at Phonica on Poland Street on a Thursday night, and the brand wanted the campaign on the streets around it all day, not just inside it.

The answer was three Monster Digital AdVans in convoy, with the campaign film and its soundtrack playing as they drove, circling Soho and the West End and passing the party and the Carnaby Street pop-up every time round. We planned the loop street by street, agreed it with the client, ran the vans, and photographed the night.

Soho is narrow one way streets and pedestrianised stretches, so the route was planned in advance and signed off by the client before the day. One loop, driven again and again from the afternoon into the night, starting and ending at the party:

1. 01Poland StreetThe Vendetta launch party at Phonica
2. 02Wardour Street, Brewer Street, Berwick StreetThe heart of Soho
3. 03Great Marlborough StreetPast Liberty and the Carnaby Street pop-up
4. 04Regent Street and Oxford StreetThe West End crowds, Oxford Circus at sunset
5. 05Shaftesbury Avenue and Charing Cross RoadTheatreland, then back into Soho

The vans carry speakers, and on this launch they played the campaign film and its soundtrack as they drove. The convoy was heard before it was seen, and the queue outside the party on Poland Street heard it every time it came round.

After dark the screens did the work: the giant white V on the back of each van and the VALENTINO wordmark beside it lit the street the whole way round, from the party to Regent Street and back.

• Three Monster Digital AdVans nose to tail, so every street read the campaign three times over.
• The campaign film with sound, playing from the vans from the afternoon until the party was in full swing.
• Professional photography from the afternoon into the night, delivered to the client the next morning.