Case study / Fragrance launch / Soho, London, Thursday 24 September 2026
Valentino Vendetta.
Soho launch with three Monster AdVans.
Valentino Beauty launched Vendetta with a party in Soho. We put the campaign on the streets around it: three Monster AdVans in convoy, sound on, circling Soho and the West End from the afternoon until the party was in full swing.
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Monster AdVans in convoy
Sound on
the campaign film on every street
Launch night
the Vendetta party, Poland Street
Soho
Regent Street to Piccadilly, all evening
The brief
Vendetta is Valentino Beauty’s new fragrance, one for her and one for him. The London launch was a party in Soho on a Thursday night, and the brand wanted the campaign on the streets around it all day.
The ask was three Monster AdVans in convoy, with the campaign film and its soundtrack playing as they drove, circling Soho and the West End and passing the party on Poland Street and the pop-up on Carnaby Street. No sampling, no staff on the street: the vans were the event outside the event.
We planned the loop street by street, agreed it with the client, ran the vans, and photographed the night.
Sound on. The vans played the campaign film as they drove, so the convoy was heard coming before it was seen.
The loop
Round Soho, all day, in convoy.
One loop, agreed with the client in advance, driven again and again from the afternoon into the night. Starting and ending at the party on Poland Street, out to Regent Street and Oxford Street, down Shaftesbury Avenue and Charing Cross Road, and back into Soho.
01 / Regent Street / Late afternoon
Regent Street.
The convoy came down the curve of Regent Street in daylight with the campaign on every face: the kiss on the sides, the two bottles, the VALENTINO wordmark on the back. Three Monster AdVans nose to tail, so the street read it three times over.
02 / Oxford Circus / Sunset
Oxford Circus.
Through Oxford Circus under the star lights as the sun went down, in the thick of the evening crowd on Oxford Street.
03 / Great Marlborough Street at Carnaby Street / Dusk
Carnaby Street.
Past the corner of Carnaby Street, where the brand had a pop-up for the launch, as the sky turned purple. The two bottles on the screen, and the sound on.
04 / Poland Street, the launch party / Evening
Poland Street.
The Vendetta launch party was at Phonica on Poland Street, dressed for the night with a red neon over the door. The loop brought the convoy past the door all evening, so every guest arriving met the campaign on the way in, and heard it coming.
05 / Regent Street / Night
Regent Street, at night.
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.
06 / Poland Street
Outside the party.
The Vendetta launch party took over Phonica on Poland Street, dressed as a motel for the night with a red neon over the door. Guests queued on the pavement while the convoy came round again and again: three screens of the campaign and the soundtrack rolling past the door.
The party was inside. The campaign was outside, and everyone met it first.
The plan
What ran.
Monster AdVans
Soho and the West End, in convoy
Thu 24 Sep
Three vans nose to tail, on an agreed loop past the launch party on Poland Street and the pop-up on Carnaby Street: Wardour Street, Brewer Street, Berwick Street, Great Marlborough Street, Regent Street, Oxford Street, Shaftesbury Avenue and Charing Cross Road.
Sound
On every street
Thu 24 Sep
The campaign film and its soundtrack playing from the vans as they drove, from the afternoon until the party was in full swing.
Photography
Across the route
Thu 24 Sep
Professional photography of the campaign from the afternoon into the night, delivered to the client the next morning.
The film
One night in Soho. One minute.
After the launch we made a film of it. Black and white, rain on the streets, three Monster AdVans rolling out of the garage, past Liberty and down Regent Street to the party on Poland Street, with the campaign the only colour in the frame. The soundtrack is the one the vans played all night.
Your launch could have one too.
A one minute film of your campaign, made from the campaign itself and cut for Instagram, TikTok and LinkedIn.
Questions
Frequently asked questions.
What is a Monster AdVan convoy?
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Two or more Monster AdVans driving nose to tail on the same route, carrying the same campaign. One van is a moving screen. Three in a line read as an event: the street sees the campaign three times in a row, and the photographs show scale. On this launch the three vans circled Soho and the West End together from the afternoon into the night.
Can Monster AdVans play sound?
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Yes. The vans carry speakers, and the sound is planned with the route. On this launch they played the campaign film and its soundtrack as they drove, so the convoy was heard before it was seen, and the party on Poland Street heard it every time it came round.
Can Monster AdVans drive through Soho?
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Yes, on a planned loop. Soho has narrow one way streets and pedestrianised stretches, so the route is planned street by street in advance and agreed with the client before the day. This loop ran Wardour Street, Brewer Street, Berwick Street, Great Marlborough Street, Regent Street, Oxford Street, Shaftesbury Avenue and Charing Cross Road, passing the launch party on Poland Street and the pop-up on Carnaby Street.
How much does a launch like this cost?
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It depends on the number of vans, the hours and the city. Tell us the date, the location and what you are launching, and we will come back with a priced plan for the day, with the route drawn.
Get in touch
Launching something?
Tell us what you are launching, where and when. You get back a plan like this one: the vans, the route drawn street by street, and the photographs afterwards. Priced, not a rate card.
- Monster AdVans in convoy, with sound, anywhere in the UK
- One van or a convoy, for a day or a week
- The route planned and agreed before the day
- Professional photography of the campaign, cleared for your use
Or call 020 3906 1172
Start here
Get a launch plan
Credits
- Client
- Valentino Beauty
- Campaign
- Vendetta, fragrance launch
- Out of home planning and booking
- Monster Outdoor
- Date
- Thursday 24 September 2026, Soho and the West End, London
- Photography
- Tim Ireland
The advertising shown is Valentino Beauty’s own.
