Hey, America - Vespa

THE BRIEF

Make more americans ride a Vespa.

THE INSIGHT

Americans buy vehicles based on potency, speed and practicality - not style.

THE IDEA

Making Vespa a viable vehicle by highlighting the objective qualities of  the product and demystifying prejudices, addressing directly the lack of involvement of the american audience with Vespa

THE EXPRESSION

Hey America, ____
So why arenʼt we a thing?