With Delightful 1950s-Style Posters, Vespa Welcomes Riders Back to the Road

The campaign brings back Vespa’s slogan “Vespizzatevi” (“Let’s Vespa” in English) for the first time since in decades and aims to capture a sense of joy as many countries around the world begin to ease Covid-19 lockdown measures.

Vespa’s brand values, BBH said, have always stood for “a sense of freedom, joy and spontaneity” and the poster campaign, which has launched in the U.K. and Italy, is designed to capture that.

Titled “Together at Last,” the campaign celebrates the reunion between people and what they’ve missed during lockdown–whether that be riding to work in the sunshine, escaping the city, or simply reuniting with friends, BBH said in a statement about the campaign.

Paul Thurlby / Vespa

Agostino Iacurci / Vespa

Sebastian Curi / Vespa

Being released with a phased approach to reflect the easing of local lockdown rules, the campaign comprises four executions created by a separate illustrator: Paul Thurlby, Quentin Monge, Agustino Iacurci and Sebastien Curi. It aims to emulate Vespa’s distinctive advertising from the 1950s with a contemporary twist.

The out-of-home campaign will be supported by press and social, while the ad illustrations will be featured within the Piaggio Group Museum in Pontedera.

CREDITS:

Agency: BBH London
Creative team: Wil Maxey & Marc Rayson
Creative director and head of art: Pablo González de la Peña
Senior strategist: Aarohi Dhir
Strategy director: John Harrison
Chairman: Jon Peppiatt
Senior account director: Peter Blaseby
Account manager: Francesca Somerville
Account executive: Ella McNicholas
Producer: Pippa White
Typographer and designer: Charley Ray