In the spring of 2018, I participated in FAME by Grey, a pilot portfolio-building class at Grey Advertising. Each week, we were assigned a new brief and were responsible for developing a pitch on our own.
This brief involved marketing Vespas specifically to an American audience. My campaign highlights Vespa’s advantage over other scooter brands — its undeniable beauty — as something more than just a product.
Setting the Vespa against contemporary works of American art, developing exhibits that feature limited-edition Vespas painted with those works, and even offering test drives to museum goers, the campaign invites consumers to connect with local artists and Vespas at the same time. As a result, the campaign directly and intrinsically links Vespa and art.