| Philosophie | After a long hiatus, life is slowly starting to return to normality and lockdown is starting to be lifted in a number of countries. To celebrate this, Vespa have launched a campaign depicting the feeling of joy as we reunite with the things we’ve missed the most. Vespa, the iconic Italian brand of scooter manufactured by Piaggio, has always stood for a sense of freedom, joy and spontaneity. Paying homage to Vespa’s post-war work of the 1950s, BBH London have created a series of illustrations to launch as lockdown restrictions began to ease across the world. Our social media listening revealed that with months in isolation, people were in fact missing and craving to go back to the little joys of everyday life. The series, entitled ‘Together at Last’, celebrates the reunion between people and what they’ve missed during lockdown: riding to work in the sunshine, escaping the city, exploring our city’s culture or simply reuniting with friends. The campaign sees Vespa bring back the endline 'Vespizzatevi' or ‘Let’s Vespa’ for the first time since the 1950s, post World War II. The tone of this idea captures the surrealness and pure joy and positivity of the post war ads from the 50s. By personifying the little things we’ve missed the most, and showing them as a companion on the back of the scooter, Vespa is the catalyst for that happily ever after love story. The campaign includes four executions, each commissioned by a separate illustrator; Paul Thurlby, Quentin Monge, Agustino Iacurci and Sebastien Curi. Each execution has its own style, but they are all colourful, playful and unequivocally Vespa. The campaign is launching in the UK, Italy and APAC in May, with illustrations being released in a phased approach to reflect the easing of lockdown. It will span across OOH, Press and Social channels, as well as featuring in Piaggio Group’s own Museum in Pontedera. |
