For Piaggio, Agency: Take, Milan
Art Direction + Design
An OOH campaign for the after-care program, We Ride Together.
Owners of Guzzi, Vespa, and Piaggio motorcycles and scooters have a special connection to them. A classic Italian brand known for top quality and customer care, every “rider” intentionally selects their Piaggio, has has a type of relationship to it – and every healthy relationship begins with a vision for a future together.
In Italian, any romantic relationship is generally referred to as a “story”, like a book; some longer and/or more impactful than others. These stories can “spin” or “go on” and as with a much-loved album, each spin can reveal new nuance and depth that keeps the spark going. The campaign uses the image of vinyl records in genres that suit the personality of each brand. The spinning of records references the tagline which literally translates to, “With an extended warranty, our story can spin for longer,”
Displayed at bus stops and in magazines, the campaign reminds Piaggio owners to get regular tune-ups, alerts them to new updates, and reminds them of the benefits of extending their relationship with their vehicle, "going further" by extending the warranty.