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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

2014 Branded Content & Entertainment

SOUND OF HONDA / AYRTON SENNA 1989

Gold Spike
ClientHONDA MOTOR CO
CategoryA02. Non-Fiction: series or film
TitleSOUND OF HONDA / AYRTON SENNA 1989
Product/ServiceINTERNAVI
Entrant Company DENTSU Tokyo, JAPAN
Contributing Company DENTSU Tokyo, JAPAN
Production Company DENTSU CREATIVE X Tokyo, JAPAN
Credits
Name Company Position
Kaoru Sugano Dentsu Inc. Creative Director/Creative Technologist/Creative Planner
Sotaro Yasumochi/Nadya Kirillova Dentsu Inc. Copywriter/Creative Planner
Yu Orai Dentsu Inc. Art Director/Planner
Kyoko Yonezawa Dentsu Inc. Creative Technologist/Creative Planner
Taeji Sawai Qosmo Inc. Sound Director
Tomoyuki Kawamura Studio MUU2 Sound Designer
Misa Ueda Dentsu Inc. Promoter
Takao Kaburaki/Takuma Sato/Sungwon Kim/Takashi Hirano Dentsu Inc. Account Director
Masafumi Fujioka/Ryoko Toyama Dentsu Creative X Inc. Producer
Kenya Miyashita/Hinako Hirata Dentsu Creative X Inc. Production Manager
Haruhiko Ishikawa Shipoo Inc. Digital Producer
Kosai Sekine Freelance Director
Daito Manabe Rhizomatiks co.ltd. Artist/Programmer
Senzo Ueno Freelance Director of Photography
Yosuke Kai Freelance Lighting Director
Hidenori Chiba/Satoru Higa/Tomoaki Yanagisawa/Muryo Honma/Hiroyuki Hori Rhizomatiks co.ltd. Led Installation
Mitsuru Tajika/Erito Ayaki/Masaaki Azuma Freelance/TRY AUDIO CO./LTD Sound Engineer/Mixing Engineer/Sound System
Daisuke Shigihara/Masahiro Hasegawa TANGRAM Co. Ltd./Freelance Special Effects/Colorist
Sakura Seya/Tomohiro Endo meganefilm/DIGITAL GARDEN INC. Editor
Ken Imamura/Akihiro Mikawa/Hiroaki Sawato Honda Motor Co. Ltd. Client Supervisor
Rhizomatiks co.,ltd. Additional company
Qosmo Inc. Additional company

Describe the campaign/entry:

Honda's R&D is not only about mechanics, but also making innovations in the "brain" of the vehicle, or, electronics. Internavi is a two-way communication car navigation system that uses vehicle telematics system and designs driving experiences with the power of real-time driving data collected from vehicles. The roots of this navigation system go back to the 1980's when Honda introduced Telemetry system to Formula 1 and stormed the world. Honda has been testing and perfecting this system ever since. Today, this system supports everyday drivers via navigation based on driving data. The origin and core technology of Internavi’s navigation are still not widely known. Our mission was to tell the true possibilities of this technology.

Results:

Challenge: Honda's R&D is not only about mechanics, but also making innovations happen in the "brain" of the vehicle or electronics. Internavi – a two-way communication car navigation system that uses vehicle telematics. Its roots go back to 1980's when Honda introduced Telemetry system to F1 and stormed the world. Tested and perfected, today, this technology supports everyday drivers worldwide, but this is still not widely known. Telemetry is not an easy or interesting topic to communicate. We needed to find a way to grasp the attention of the audience and make them feel excitement for this technology. To do so, we focused on a single sheet of paper. Idea: We re-enacted the world’s fastest lap set by Ayrton Senna while qualifying for 1989 Formula 1 Japanese Grand Prix from a single sheet of paper. Every aspect of Senna’s driving data recorded in 1989 was digitally restored and analyzed. Engine sound of Senna’s McLaren Honda MP4/5 was re-created by combining driving data collected in 1989 with engine tones recorded today. Hundreds of networked speakers and LEDs were placed along the 5,807-meter long Suzuka circuit bringing back the unique yet dynamic sound of the Formula 1 machine, which could be felt with the whole body. We invited motorsports engineers, journalists and photographers who were there in 1989 along with Senna’s fans to the main stand. Then re-created engine sound was played according to driving data bringing back Senna’s fastest lap from 24 years ago. LED lights also set around the circuit synchronized with Senna’s location at that moment down to the millisecond. People could feel Ayrton Senna race through Suzuka just as he did that day.

The project took place on 5,807-meter long Suzuka circuit in Mie prefecture Japan, the same place Senna qualified for the F1 Japanese Grand Prix 24 years ago. Hundreds of networked speakers and LED lights were placed along the race lane. People could also see the filmed version of the installation online, at Honda's official website and youtube, and on TV. Though Senna’s lap was re-created with only sound and light, we were able to resurrect emotions from years ago hidden in peoples’ memory using data so they could feel him race through Suzuka once again.

Right after its launch, this project was covered by media from Japan, Brazil, Europe, US and other regions despite zero PR/Media budget. Becoming most watched YouTube video by an automobile company in Japan’s history and most watched viral video two weeks in a row worldwide. We received countless comments filled with emotions from viewers all over the world for Honda and Senna.