Yamaha Motor Europe and the Armando Testa agency have consolidated their long-standing collaboration with the launch of a new model in the Sport Heritage segment.
Since the creation of Faster Sons in 2015, the segment has represented the heritage and passion for the world of motorcycle racing and in general for a vintage aesthetic combined with a modern twist. All the models represent the synthesis of timeless design with state-of-the-art technology.
Today an icon has been born: the new XSR900 GP is a tribute to the unforgettable racing Yamaha of the ’80s and ’90s, a period of great success for the brand and its riders.
The campaign was conceived for true enthusiasts and has a twofold objective: on the one hand to involve the audience with an exciting story, and on the other to describe a “beast” ready to get running and, at the same time, a piece of art to admire.
The hero comes home, stops and admires his new bike and in his memory, he starts running through a sequence of images of the old YZR. His desire to get riding grows, his hand begin to tremble, his eyes full of adrenalin. The new XSR900 GP is right there, as if on the altar of racing history, and it seems to be waiting for him.
The new bike might have just been born, but it’s already an icon for all fans: Born Iconic, as the claim declares.
The campaign includes three different cuts of 90’’, 30’’ and 15’’, as well as a 10” teaser, press and catalogues images. It has been planned on all the brand’s digital and social channels.
Agency: Armando Testa Group
Executive creative direction: Nicola Cellemme and Georgia Ferraro
Creative supervisor: Sebastien Sardet
Creative team: Roberto Capodanno, Gaetano Corvino, Davide Carretta
Client service director: Sascha van der Plas
Account executive: Martina Conterio
Production company: Armando Testa Studios
Director: Luciano Consolini
DP: Luigi Gamba
Photographers: Chiara Quadrelli and Luciano Consolini
Colour correction: Claudio Beltrami
Photo post production: Walkin Studio
Music and SFX: Guido Smider