This means that advertising - at least the good one - still preserve an important creative aspect and quite often real artists are involved in advertising campaigns and, viceversa, good advertisers are often perceived as real artists. A relationship where art nourish with the media codes and the products of the advertising panorama. Insert Andy Warhol.
This is how companies started involving artists within their commercial and marketing processes. And so comes Vespa: when the big automotive groups raised new standards in advertising, the Pontedera brand hires artists and illustrators such as Raymond Savignac for their campaigns. Considered as one of the most influential French graphic artists, Savignac has been a great artist working for big companies and bringing his own creative vision within the corporate world. Just google him and you’ll understand the impact he had.
But Vespa haven’t been just a sponsor but also the main object for a lot of artistic interpretations such as the ones signed by Wolf Kammerlander. His iconic status makes each model a perfect canvas where artists and creatives can decline their inputs and attitudes. From young independent artists that faced the challenge of rearrange this mean of transportation according to their vision to the established spokesmen of contemporary art, changing Vespa from a simple object to a way to express their art.
