Armando Testa and Yamaha Motor Europe together at Eicma and On The Roads Of Life

Excellent sporting performance, all-round versatility and long-distance capability: Yamaha Motor Europe’s Sport Touring has never been so exciting.

The new campaign by Armando Testa focused on the Roads of Life segment, is addressed to people who know how to enjoy the road and experience passion to the full when in the saddle of the TRACER 7, TRACER 7GT, NIKEN, TRACER 9, TRACER 9 GT and the latest addition TRACER 9 GT+, with adaptive cruise control, unified braking system, radar and TFT screen.

Different models with different levels of performance, each guaranteed to generate thrills whatever the road surface. The 3 videos, one for each model, become real branded content and the stars are breath-taking landscapes, the best epic roads in the world, that all enthusiasts, sooner or later, just have to ride along.

So, the Roads of Life become itineraries, coordinates, maps: everything you need to experience and share incredibly exciting and adrenaline-pumping moments.                                                                                                                        

The multi touch point campaign developed for digital, social, print and catalogue pictures was created by Armando Testa and really proves that travel is not just movement but an adventure to be experienced with guidance alone or with friends.

Credits:

Client: Yamaha Motor Europe

Agency: Armando Testa Group

Executive creative direction: Nicola Cellemme and Georgia Ferraro

Creative supervisor: Sébastien Sardet

Client service team: Sascha van der Plas and Martina Conterio

Production company: Armando Testa Studios

Directors: 

Michele Sirigu (TRACER 7, TRACER 9)

Luciano Consolini (NIKEN)

Photographers:

Alessio Barbanti (TRACER 7, TRACER 9)

Luciano Consolini, Chiara Ludovica Quadrelli (NIKEN)

Colour correction and post production: BAND

Photo post production: Sara Lucchetta, Riccardo Corda

Music and SFX: Guido Smider