EICMA is the biggest motorcycling exhibition fair in the world. The 2016 campaign aims to open the world of motorcycling to everyone and not only to those who has used a moto for a lifetime. The idea is to suggest a choice to join motocicling as a way of life, as an alternative for the everyday traffic jam, giving personal freedom.
Interesting point of view for the campaign is the woman driving a big motorcycle and a couple of young guys on a motoscooter changing the clichè of a traditional couple for two guys driving away in a city. The head claim is "Motorcicles never seen before" is also an invitation to the public to see all the new proposals and technology moving to the future.