MACHAS

Together at Last: Agostino Iacurci for Vespa global campaign

As more and more countries are slowly emerging from Coronavirus lockdown, Agostino Iacurci was invited by Vespa to capture in an artwork the joy of small pleasures and movement for “Together at Last”, their new global campaign.

Orchestrated by BBH London, the campaign brings together Agostino and three other international artists to salute the reunion between people and a personification of the little things people have missed the most, showing them as a companion on the back of the scooter.

Agostino, re-imagined the joy of driving in the city at night, depicted a Vespista weaving through the city’s illuminated skyline, independently and in total safety, with a half-moon playfully perching on the back of the seat.

The surreal composition and the bright, bold colours, combined with Agostino’s delightful minimal style, make the poster a powerful positive statement that will surely stick in people’s memories.

It’s no coincidence in fact that the campaign echoes the iconic “Let’s Vespa” (or “Vespizziamoci” in Italian) slogan exactly 70 years after its first launch. At that time, Europe was embarking on post-war reconstruction and in the early stages of the economic boom, Vespa represented the return not only of mobility but more fundamentally, freedom.

As being part of a significant, memorable campaign in Vespa’s history, Agostino’s work will be exhibited at the Museo Piaggio, in Pontedera, Italy, along with the brand’s most famous and iconic posters and products.

“Let’s Vespa” will be launched in phases around the world as lockdown measures will be eased, and it will be featured on billboards, press and social advertising.
The artwork was animated by Simone Brillarelli, further bringing out the joy and playfulness in Agostino’s artwork.

See more of Agostino’s work here.