Yamaha Motor Europe returns to the most important motorcycle event of the year with a series of incredible innovations. At Eicma, innovation and performance reign supreme this year too.
The Japanese giant once again makes use of the experience and creativity of the Armando Testa agency for the new international campaigns and of the collaboration of AT Studios, which created many of the productions, from Italy to Mount Fuji.
Each campaign was a journey into one of the many Yamaha worlds, united once again by the distinctive Armando Testa signature, capable of making each message exciting and memorable in hitting the many different targets of the 2-wheel world, from collectors of the most legendary roads of the world who aboard their TRACER 9, 9 GT and 9 GT+, rediscover the pleasure of driving with the new Y-AMT technology, to enthusiasts of the historic Paris-Dakar who find their paradise in facing the hell of the desert of Sahara, creatively emphasized by the Dante quote “Abandon all hope or you who enter” in the video of the Ténéré 700 Rally, passing through the praise of perfection and the search for detail in the “MAX is in Details” project dedicated to the new TMAX Tech MAX created with the help of generative artificial intelligence, protagonist of the Sports Scooter segment which sees the entry into its renowned roster of the new NMAX 125 Tech MAX and NMAX 125, entrance communicated with the video “Join the MAX” a real call to action dedicated to the younger target.
Lastly, riders who dream of riding through the nights of Tokyo aboard their Hyper Naked bikes see a new “dawn” of the Dark Side of Japan rise in the film “Dawn of a New Darkness” where a people of Okami, the traditional Japanese masks which represent the wolf, howl at the new star that illuminates the Japanese nights. While the medium displacement MT-03 is communicated as the sharpest vehicle for plowing through the nights in the concept film “Sharp in the Dark” and the MT-125 as the true social network capable of connecting young people to the passion of motorbikes and being together in the video “Connect to the Dark”, which highlights the new connectivity features of the motorcycle most loved by the young people of the Dark Side of Japan.
The campaigns include three different cuts, 90”, 30” and 15”, a 10” teaser, print and catalog images and have been planned on all the brand’s digital and social channels.
Credits:
Customer: Yamaha Motor Europe
Agency: Armando Testa Group
Executive creative direction: Nicola Cellemme and Georgia Ferraro
Creative Supervisor: Lorenzo Blangiardo, Maria Meioli
Creative team: Chiara Panattoni, Carlotta Gilardi, Roberto Nuovi, Gaetano Corvino, Francesca Graziani, Marcello Maiorana, Maria Carmen Ranieri
Client service director: Emanuele Cicogna Mozzoni
Account Team: Nikolina Gramegna, Martina Bonanno
