Yamaha Motor Europe and Armando Testa bring new energy to Eicma 2026.
EICMA 2026 is the leading event for the motorcycling world, and on this occasion Yamaha Motor Europe is unveiling major new developments, featured in the new international communication campaigns created by the Armando Testa agency.
From urban mobility to the Hyper Naked universe, the creative work interprets the many sides of contemporary mobility through distinctive language and original perspectives, capable of engaging with different audiences, yet all projected in the same direction: the future.
So innovation, technology and vision become the common thread of a narrative that highlights the evolution of the Yamaha range and strengthens its positioning, propelling the brand towards new frontiers in mobility.
The Urban Mobility range has been enhanced with the arrival of a new star: the exclusive XENTER E, at the forefront of a campaign that emphasises its contemporary style and versatility. The creativity illustrates how the quiet and agile electric motorisation allows you to move in harmony with the urban environment, embracing its most natural side. The city is revealed in a new light: more vibrant, more alive, more connected. A vision that takes shape in the claim “Plugged for the city”.
Electric power is winning over the Sport Scooter family too with the debut of the NMAX E, the first electric sports scooter. The campaign was also conceived by the Armando Testa agency, and it shows agility, versatility and eye-catching design. So the NMAX E becomes much more than just a means of transport: a true expression of style and personality, capable of reflecting the identity of anyone who chooses it. This vision is summed up in the claim “Plug into the MAX”.
Finally, the Hyper Naked universe comes to life with the new MT-125, the motorbike that embodies the dreams and aspirations of a new generation of riders. The campaign takes a deep dive into the imagination of Gen Z through an aesthetic that recalls the bold personality of the model and highlights its intense, distinctive colours. A universe of emotions, adrenaline and desire, where the boundaries between dreams and reality, day and night, dissolve, transforming darkness into an attitude, expressed by the claim “Awaken your Darkness”.
The campaigns were produced by AT Studios and they include digital video, press and catalogues images, planning covers all digital and social channels of the brand.
Credits:
Client: Yamaha Motor Europe
Agency: Armando Testa Group
Executive Creative Direction: Nicola Cellemme and Georgia Ferraro
Creative Supervisors: Lorenzo Blangiardo, Maria Meioli
Creative Team: Davide Cortese, Francesca Graziani
Head of Client Service Milan: Emanuele Cicogna Mozzoni
Client Service Director: Nicoletta Pittino
Client Service: Manuel Amato
Production: AT Studios
Directors: Danilo Lavizzari, Luca Esposito
Photography: Marco Campelli
Music: Human Touch
AI Design: Band
