As Europe starts to come out of lockdown, a new campaign by the iconic Italian scooter brand Vespa echoes the postwar period, using colorful 1950s-style illustration to celebrate the easing of restrictions.
Created by BBH London, the campaign brings back a 1950s postwar slogan for the brand, "Vespizzatevi" ("Let's Vespa) and shows people on scooters reuniting with the things they love most, like the sunshine, nature, friends and the lights of the city, with the caption "Together at last."
The campaign includes four executions, each commissioned by a separate illustrator: Paul Thurlby, Quentin Monge, Agustino Iacurci and Sebastien Curi. It's running in the U.K., Italy and Asia Pacific countries, with illustrations being released in a phased approach to reflect the easing of lockdown. They will appear in out-of-home ads, press and social channels and also feature in Vespa owner Piaggio Group’s own Museum in Pontedera, Italy.
'It’s such a special opportunity to put a global campaign out there now that restrictions have been lifted in some countries,” said Pablo González De La Peña, head of art at BBH London, in a statement. “We have brought four of the most vibrant young illustrators to help us find the right tone for the brand. Taking those classic posters from the 50’s and giving them a contemporary approach.”