Augment - You but faster - Your scooter. Your rules. (2023) print ad (Finland)

I tagged Kidsleepy when this mail came in, as he might be Ale's biggest fan. "If it's a good quirky campaign from Finland, Ale is involved" he declared.
Ale has it in his blood, as he's now taking over his father's, Martti Lauraéus design studio, as reported in the Finnish press: "Experienced advertising designer Ale Lauraéus starts at the company founded by her father, even longer-line graphic artist Martti Lauraéus."
Anyway, back to the scooters - this isn't just a campaign in Finland, this is a movement across Europe - and the campaign is seen in Austria, Finland, and France.

"We are born to move.
And the moment we started to move, we began to augment our movement.
Taming the horse. Inventing the wheel. The engine. Cars & public transport.
Yelling "Faster! More freedom!", until gridlocked in the morning rush hour, 
we weren’t faster nor free. Augment is born of the passion to liberate you from silly constraints
 like timetables, repairs, and worries. To augment your life and lifestyle.To make you be gone from where you were, and get you faster — wherever.Convenience without the trouble of ownership.
So if you’re going to move, move like you mean it. Augment is micromovement like never before. Unplug and ride. Augment your life. augment.eco/en/

Art Director: Ale Lauraéus
Copywriter: Rasmus Stoltzenberg
Production ad: Mark Nurmi, Ale Lauraéus
Photographer: Keke Leppälä, Ilmo Niittymäki, Pekka Mustonen, Petri Teppo & Ale Lauraéus