Vespa’s Canadian agency, Dentsu Canada, has gone guerrilla with its Vespa S “Born to be Square” campaign. Throughout Toronto, Montreal, Calgary, Ottawa and Vancouver, 324 of the towering monochrome wheatpastes have been plastered, populating storefronts, construction sites, walls and windows.
The concept for the overall campaign isn’t original, with the traditional print, retail and web iterations feeling cluttered and a bit stale. That said, the 7-foot wheatpastes are hugely successful. Each of the Squareheads starkly stands out in its urban environment like some kind of quiet watcher, dripping with Freudian uncanniness.