Work / Piaggio Ape
Chalta hai to desh chalta hai
The brief
The Ape three-wheeler carries small businesses across the country. Piaggio wanted a brand campaign about that role, not about payload and mileage.
The insight
Look at any Indian street and most of what moves through it got there on a small commercial vehicle.
The idea
Hand-drawn maps of India made entirely of roads, markets, temples and towns, with an Ape pulling the whole thing along. When the Ape runs, the country runs.
The work
3 pieces from the campaign
Results
What it moved
—ReachFigure to be added
—Brand recallFigure to be added
—Dealer enquiriesFigure to be added
One vehicle, carrying a country.