The legendary Italian motor scooter brand Vespa celebrates the 50th anniversary of the Vespa 50cc with a five-week digital activity, paying homage to the impact of the model on the cultural landscape of Europe.

The brand has launched the LaVespaVita.com online destination, where it is featuring exclusive highlights of the scooter’s history of the past five decades. Vespa will be sharing brand content in portions during five consecutive weeks.

Each Monday will be dedicated to the history of the brand—Vespa will add related content ranging from vintage advertisements of the Vespa 50cc to rare technical drawings. On Wednesdays, Vespa will demonstrate the brand’s influence on pop culture by revisiting legendary art, fashion, music pieces and films from each decade, from the Vespa perspective. On Fridays, the brand will be showcasing passionate Vespa owners, who will be sharing their own stories of owning Vespa and opening the world around, riding the scooter.

The brand is also inviting the global community to contribute to the celebration by sharing their own #vespavita photos on Flickr or Instagram, which get featured on the interactive walls. The imagery is added automatically to the digital timeline display. The audience is also invited to share their written stories, where Vespa plays the major role. They can become the blog contributors by submitting a post and photo about their most loved trends in fashion, art, culture, entertainment or travel that epitomizes the distinctive Vespa lifestyle. Vespa fans can also share photos featuring their Vespa-inspired style along with a short text explaining why they should get featured in the brand’s Style Book.

Users from the USA can also enter a draw for a chance to win a Vespa Prize pack—to view the details of the sweepstakes, click on the bottom of the La Vespa Vita site.

The initiative is encouraging the public to rethink their style and connect it to the legendary game-changing brand from the past. So, it’s not just another marketing effort building on the heritage of a brand—it’s an attempt to fuel users creativity and support the vintage style on a global scale. Stylistically and emotionally, the new campaign is very similar to the one launched earlier this year by Levi’s to celebrate the 140th anniversary of the 501 jeans model.