To celebrate the sixty year of the brand creation, Adidas Originals presents a new sportswear for man together with Vespa, scooter icon of Piaggio Group. From this union it’s born the collection Adidas Vespa. TBWA Italy, communication agency guided by Marco Fanfani, Chief Executive Officer and Paul Wauters, Chief Creative Officer, has planned and realized the guerrilla activity and the materials for the selling stores in Italy. In seven cities five vintage vespa, decorated with Adidas Originals’ stripes, will go around driven by a boy and a girl dressed with clothes from Adidas Vespa and Original and customized helmets. They will distribute postcards with magnets Adidas Vespa and will invite people to visit the closest stores to have other free magnets Adidas Vespa from a limited edition. TBWA Italy has customized also the selling points with materials Adidas Vespa: glass stickers, standing, dispenser and magnets. The activity will start on March 13 and March 14 from Naples, Florence and Rome will follow and then will be the turn of Brescia and Catania. The tour will end in Milan and Turin on April 3 and 4.
Commission/ TBWA Italia
Art direction and design/ Piergiorgio Paolinelli
Copywriting/ Raffaella Iollo
Creative direction/ Fabrizio Capena