Eicma 2021: 9 new entries from Yamaha Motor Europe, 9 original creativite ideas, created by the Armando Testa Group this year too.

After a year off, EICMA 2021 is back and Yamaha Motor Europe has arrived full of novelties: 9 models offering never seen before innovations and performances for lovers of all segments, from Hyper Naked to Sport Heritage, from Adventure to Sport Scooter. The Armando Testa Group describes them with its unmistakable vision, reconfirming its position as the European PTW HUB for the communication of the Japanese giant.

Film and print materials: Armando Testa has curated all Yamaha Motor Europe’s dedication to the most important motorcycle exhibition event. The historic Italian agency has now been the strategic and creative partner of Yamaha Motor Europe for two wheels for three consecutive years, responsible for developing creativity and content at a European level.

The locations for the original creativity are international too, entirely managed by the internal production house of the Group, AT Studios. They’ve taken Yamaha Motor Europe around two continents covering Spain, Morocco and Eastern Europe. In record time of a month and a half, 9 films were shot with a tailor-made perspective: i.e. respecting the distinctive character of each model while, at the same time, combining it with the creative soul of the agency, which always offers unexpected storylines. 

The concepts developed for timeless models such as TMAX were developed from the approach of playing on surprise, to present all the power of the new MT-10, the most adrenaline-pumping version of the segment. The unmistakable heritage of racing in the 80s is evoked to launch the new XSR900 while the Ténéré Raid Prototype, based on the concept of the ever iconic Ténéré 700, is described thanks to the evolutions of exceptional testimonials such as Pol Tarrés and Alessandro Botturi. In addition, creativity for the new XSR 700 and 700 XTribute, the MT-10SP, and finally the launch of two new liveries for the Ténéré 700 and Ténéré Rally Edition.

The rich video strategy confirms once again in an indisputable way the superiority of Yamaha Motor Europe and the success of the collaboration with Armando Testa and AT Studios.

Client: Yamaha Motor Europe

Agency: Gruppo Armando Testa

Executive creative direction: Nicola Cellemme and Georgia Ferraro

Creative Supervisor: Sebastien Sardet

Creative Team: Lorenzo Blangiardo, Wanda Napoletano, Marcello Maiorana, Marta Gastaldo

Client Service Team: Sascha van Der Plas, Nicoletta Pittino

Production company: AT Studios

Director: Di∙AL

Dop: Diego Indraccolo

Photographers: Marco Campelli, Matthijs van Roon, Alessio Barbanti

Video post produzione: Band

Print post production: Sara Lucchetta, Riccardo Corda

Music: Smider, Sarah Eisenfisz

ARMANDO TESTA

We are the biggest Italian communications group in the world, with offices in Turin, Milan, Los Angeles and 14 offices in Europe. We are crazy about ideas since 1946.

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