VESPA’S HEAD START
Seven-foot tall „Squareheads“ have been pasted around Montreal, Ottawa, Toronto, Calgary and Vancouver to mark the re-issue of the retro Vespa S. The campaign is by Dentsu Canada, which wanted to capture the cool, retro aesthetic of the reissued scooters.
The wheatpastes are the handiwork of photographer and street artist Dan Bergeron, aka fauxreel. Bergeron spent 20 days sticking up the 324 posters in the five Canadian cities. He pasted them in areas that already had some form of graffiti or street art - careful of course, not to hit walls that already had murals on them. In more central areas of town, Bergeron also stuck them onto walls and shop fronts slated for demolition.
„The objective for the Squarehead shoot was to create images that had an aesthetically retro, yet inherently modern feel to them and to try to develop a relationship between the different characters in their stance and attitude. My initial concern was to make sure that the characters looked visually interesting for the purposes of the outdoor portion of the campaign,“ explained Bergeron. "Also, the marriage of the scooter head to the body was important, not only in terms of a seamless look, but also in terms of subtlely commenting on how consumers identify with products they buy and those products forming the consumers identity."
You can check out his website here.
Humans with handlebars for heads - a new street art-inspired campaign for Vespa that seems straight out of Doctor Who has appeared in the streets of Canada.