Ugo Nespolo for EICMA 2015: the new international advertising campaign

For 2015 EICMA’s will was to continue the path taken in the edition of the centenary and has commissioned the campaign to the Master Ugo Nespolo, that already created one of the art pieces celebrating the 100 years of the Exhibition. Not a simple advertising campaign then, but a true master piece, because the two wheels are a lot more than they appear, a lifestyle that combines art, design, movement, fun and passion. In particular, the headline of the campaign in 2015 has a double meaning: on the one hand wants to be an encouragement to the sector that didn’t give up  and went forward, always offering important new models, and technologies aimed to safety that have distinguished worldwide for quality and excellence. On the other, “Let’s go ride” also has a broader sense, and winks at the entire country wishing the best and a rapid recovery.

The campaign is a combination of icons representing the two wheels’ universe and color: it is the motorcycle world represented in all its aspects: from the electric world to sports and competitions, from the experience of the road trip to the mud of the cross tires, without neglecting safety and passion.

“The work gives the campaign an institutional approach that at the same time expresses creative inspiration and all the excellence of which we as Italians are capable – says Antonello Montante, President of EICMA. – The Esposizione Mondiale del Motociclismo continues the path taken last year: 2014 was not a goal, but a new starting point for the next centennial. Nespolo, with the accent and the apparent ironic sense of fun that characterizes his work, well interprets the new spirit of EICMA: an event with an international connotation, a vibrant and multifaceted place, where new trends are welded with tradition. A growing reality that well represents our Country, able to innovate and make innovation without forgetting its roots, but firmly maintaining the primacy of trade shows at global level, a benchmark for institutions, industry and visitors. ”

EICMA’s visual will be declined in several languages and will live with an international advertising plan, consisting in visibility in print, generalist and specialist, web, TV and social.


“The beautiful dream that art, after years of uncertainty and false modesty, could even marry the real life and its communication, came back to life. Back then, the real possibility of celebrating the marriage. The generosity of the historical avant-garde was the concept that has informed my work for years, without any discrimination between high & low. – Said the Master Ugo Nespolo, author of the 2015 campaign – Images for EICMA live feed of this idea and the passion for technological dynamism and beauty. A central theme such as Futurism, who claimed as a speeding car was more beautiful than the Nike of Samothrace. “

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