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September 2006 - Strategy Magazine
Creative

Outstanding new campaigns

by Annette Bourdeau
page 24

Vespa emerges for TIFF

The Vespa butterfly campaign has emerged from its cocoon, with a 30-second cinema incarnation set to hatch this month during the Toronto International Film Festival. It builds on the wild posting campaign that broke in late spring, featuring installations of six interpretations of the Vespa as a butterfly by artists from around the world.

"It kind of emanated from this 'spring has sprung' mentality," says Morey Chaplick, president of Toronto-based Canadian Scooter Corporation. The spot features a dark cocoon that bursts into a psychedelic, colourful Vespa butterfly, set to groovy music. "We wanted to tap into this retro feel - Vespa is an icon of the sixties," explains Glen Hunt, creative catalyst at Toronto-based Dentsu Canada.

Vespa is debuting the spot at TIFF to leverage its partnership with Toronto-based Tribute Entertainment Media Group, which will have a VIP lounge during the festival where celebs passing through will be asked to sign two Vespas to be auctioned off for charity.

Meanwhile, the spring postering efforts have been so well received, Dentsu has already asked artists to submit work for another poster effort next spring.

"People are stealing [the posters], people are calling our office asking where to get them," says Chaplick adding that they've been telling callers they can have a set of the six posters for free if they stop by a retail location. He estimates that they've given away 100 sets thus far, and plans are in the works to do T-shirts and mugs with the designs, too - for sale and for swag with Vespa purchases.

"It completely goes with our guerrilla marketing strategy," Chaplick says. "The bottom line is, we'd never be able to make the amount of noise we've been able to make using traditional media."

client: Morey Chaplick, president; Jeremy Logan, VP marketing, Canadian Scooter Corporation

creative catalyst/copywriter: Glen Hunt

AD: Deborah Prenger

agency producer: Amanda Loughran

account supervisor: Aurelio DiLuciano

graphic design/post-production: Crush

CD: Gary Thomas

producer: Debbie Cooke

graphic animator: Chris Rolf

senior graphic designer: Stefan Woronko

CG animator: Aylwin Fernando

music/audio production: Grayson Matthews

music producers: Dave Sorbara, Tom Westin

audio engineer: Annelise Noronha

Volvo gets a makeover

Don't put Volvo in a box.

The latest national print campaign for the Toronto-based Volvo Cars of Canada aims to shift perceptions about the brand to appeal to a younger (25-36) demo and lay the groundwork for an upcoming winter campaign that will skew even younger.

Three different executions each feature striking black-and-white photographs of "unique" people who don't want to be stereotyped, like a female boxer. The car is the smaller, secondary image, but it's in colour to make it pop. The tag: "we're not who you think we are."

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