Vespa Design & Branding WIN THE CHASE by Y&R Kuala Lumpur

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Industry Motorcycles
Media Design & Branding
Market Malaysia
Agency Y&R Kuala Lumpur
Executive Creative Director Gigi Lee
Art Director Law Kok Yew Young
Copywriter Su-Yin Chong
Account Supervisor Lisa Hezila
Typographer Joshua Tay
Released November 2012

Credits & Description

Category: Point of Sale
Advertising campaign: WIN THE CHASE
Account Manager: Aina Fahmi (Y/R)
Illustrator: (Cue Art)
Photographer: (Cue Art)
Art Director: Gigi Lee (Y/R)
Creative Director: Joshua Tay (Y/R)
Art Buyer: Kirby Ho
Account Supervisor: Lisa Hezila (Y/R)
Advertiser's Supervisor : Terrence Duncan
Executive Creative Director: Gigi Lee (Y/R)
Copywriter: Joshua Tay (Y/R)
Copywriter: Su-Yin Chong (Y/R)
Art Buyer: T L Tan (Y/R)
Art Director: Joshua Tay (Y/R)
Typographer: Joshua Tay (Y/R)
Art Director: Law Kok Yew (Y/R)

Client Brief Or Objective
Most of our target audience of young working adults aim to get a car, instead of a Vespa, as their first ride. Our client wanted to change that.

As the campaign is still in its early stages, results (in terms of sales and perception) are currently being tabulated.

Vespa is well-known for its classic design qualities and vintage style appeal. So it would only make sense to use tin posters designed in a classic style of a romanticised past. Then we plastered them all over cosy cafes around town. It was the perfect combination of ambiance and romance that caught the attention of lovelorn young working adults.

Brief Explanation
The challenge is changing the minds of young working adults from thinking about their first car to thinking about a fun loving Vespa. After hours of research we discovered that all young working adults want love. Be it for a relationship or wanting to strengthen it. Our objective is to sell more Vespas. So we combined the two and came up with a series of vintage tin posters that feature a classic Vespa helping lovers overcome various obstacles of love.