Yamaha Motor Europe and Armando Testa bring the future of motorcycling to Eicma 2024.

Yamaha Motor Europe returns to the most important motorcycle event of the year with a series of incredible new products. Once again this year, innovation and performance reign supreme at Eicma.                                                                                                                   The Japanese giant is taking advantage of the experience and creativity of the Armando Testa agency once more for their new international campaigns and is also collaborating with AT Studios, where many of the productions were created, from Italy to Mount Fuji.

Each campaign was a journey into one of Yamaha’s many worlds, all once again featuring the distinctive Armando Testa signature, and capable of making each message exciting and memorable in addressing a range of different targets in the 2-wheel world. From collectors on board their TRACER 9, 9 GT and 9 GT+ on the most legendary routes in the world, who rediscover the pleasure of riding with the new Y-AMT technology, to fans of the historic Paris-Dakar – for them tackling the hell of the Sahara Desert is absolute heaven. The quote from Dante “Abandon all hope, ye who enter here” adds a creative emphasis to the video of the Ténéré 700 Rally, which celebrates the perfection and the attention to detail in the “MAX is in Details” project dedicated to the new TMAX Tech MAX created with the help of generative artificial intelligence, star of the Sport Scooter segment where the new NMAX 125 Tech MAX and NMAX 125 have been added to the roster. Their addition is publicised with the video “Join the MAX” a real call to action dedicated to the younger target.

Finally, riders who dream of riding through the Tokyo nights on board their Hyper Nakeds see a new “dawn” of the Dark Side of Japan emerge in the film “Dawn of a New Darkness”. A population of Okami, the traditional Japanese masks that depict the wolf, howl at the new star lighting up the Japanese nights. While the medium-displacement MT-03 is introduced as the sharpest vehicle for cutting 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 a passion for motorcycles and hanging out together in the video “Connect to the Dark”, which highlights the new connectivity features of the bike most loved by youngsters of the Dark Side of Japan.

The campaigns include three different cuts of 90’’, 30’’ and 15’’, as well as a 10’’ teaser, print and catalogue images are planned for all the brand’s digital and social channels.

Credits:

Client: 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 Capodanno, Gaetano Corvino, Francesca Graziani, Marcello Maiorana, Maria Carmen Ranieri

Client service director: Emanuele Cicogna Mozzoni

Account Team: Nikolina Gramegna, Martina Bonanno