Flash mob performed by 50 dancers during Suzuki Press Conference at Eicma 2012 in Milan

Client. Suzuki Italia S.p.A.
Skills. event direction

Creative team
Director. Ivano Messinese & Morena Nerri
Choreographers. Stefania Montorio & Riccardo Genovese
Dancers. ASD Centro Nuova Danza – Settimo Torinese
Video Production. Marco Picchirallo & Marta Gambertoglio HopePhoto


Suzuki, every year, takes part in the international motorcycles exhibition called Eicma, and this is the moment to show to international press, to dealers and finally to the customers, the new year models and share the Suzuki corporate plans for the future. Suzuki wants even show to people its brilliant and sometimes unconventional concept of ‘Way of Life’.


The creative adventure started during a coffee break when we introduced our idea to the marketing department of Suzuki.
After 3 months of training we found ourselves in Eicma during the press conference of Vice President of Suzuki Italia – Motorcycle Division, Nobuo Fujii, and suddenly we interrupted his speaking through a noise effect.
Then a girl driving a pedal Go-Kart started the flash mob.
It was an incredible success for the people who seen it live and for the sharing through social network and official Suzuki channels.
The performance was filmed by every international blogger who was there and from the most important national and international tv channels.

During the week of Eicma and the following ones, the event were posted and shared to several social networking sites and blogs, and generated a positive buzz for the brand.
The result was an incredible surprise from all the people who know how conservator has ever been Suzuki. Nobody were expected something like our flash mob during the press conference.
Till today nobody else has replicated our successful experience in this way and we are proud of this 🙂

See the VIDEO