It is common for people put off their dream adventures based on high prices and bad timing, so this Petas Italy campaign aims to shock aspirant tourists with the images of disintegrating destinations. Essentially stating that the iconic sights will not stand forever, this pair of prints makes planning a vacation a much more urgent priority.
The way that the Leo Burnett advertising agency of Athens succeeds in fostering this confronting idea is through the depiction of the Leaning Tower of Pisa and the impressive Venetian skyline as scenes forever changed. The first ad portrays the famous slanted edifice having toppled over totally, and in the second picture the canals have risen to completely submerge the city. This Petas Italy campaign invites Greek globetrotters to book their flights and boat rides at once, before it's too late.