Legacy

The Challenge

Vespa aimed to highlight its rich heritage and evolution by showcasing its journey from classic models to modern designs. The goal was to create a visually compelling campaign that resonates with both long-time enthusiasts and new customers, emphasizing the brand's timeless style and enduring appeal.

The Insight

Vespa's legacy is a powerful draw for customers who appreciate the blend of history and innovation. By juxtaposing vintage models with contemporary designs, Vespa can illustrate its evolution while maintaining its iconic style. This approach appeals to nostalgia while showcasing the brand's forward-thinking advancements.

The Idea

A multi-platform campaign featuring a carousel of Instagram posts and a billboard ad. The Instagram carousel will take viewers on a journey from the oldest to the newest Vespa models, highlighting the brand's evolution. The billboard will visually represent this transition by splitting the ad into two halves: one in black and white featuring a classic model, and the other in color showcasing a modern Vespa, symbolizing the brand's progression from its legacy to its future