USEK student Rita Bechara was among the students given the Vespa brief. Her line "abl el kell" (which means "before anyone else") positioned the brand in terms of avoiding traffic jams and being able to get to your appointments fast and easy. But it is the visuals that steal the scene! Rita managed to locate three paintings by Edward Hopper which position the brand as the upscale yet popular thing it is - by tapping into the art world (and managing to find a series of artworks which she changed slightly to include the Vespa) Rita caught our target audience exactly where she wanted them and spoke to them in a language that is familiar to them especially if we intend to sell them new (and relatively expensive!) scooters. Well done indeed!
