By leveraging Details magazine's hip and culturally-relevant design and art direction, we were able to reflect Vespa's cultural heritage: The Mods of London, an anime version of riding clubs through neon Tokyo at night, and the youth of New York zipping through the chaotic traffic of NYC. The andrenaline of these vibrant cities are best portayed through the exciting and ever-changing game of pinball.

Print is not only less expensive than other media options, it also lends itself to repeated and longer viewings. Based on a $15,000 production and media budget for this campaign, we were able to generate awareness among 100,000 + consumers.