As ExxonMobil’s leading fuel company in Italy, Esso makes sure their customers always receive a superior experience every time they visit a service station. The fuel is top quality, the rewards program is excellent, and even the food and espresso are delicious. So we created a campaign to communicate the wonderful, fulfilling experience that you will have at Esso, we created lighthearted icons to represent each product and service. These icons, displayed atop quintessential Italian vehicles (such as the Fiat 500 and the Vespa scooter) provide a unique ownable, telegraphic way to say that when you stop at an Esso you will always leave with something special. A full stomach. Points towards your dream reward, a refueled vehicle, and most importantly, a positive feeling about Esso itself.