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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

SOUND OF HONDA / AYRTON SENNA 1989

Grand Prix

Case Film

Presentation Board

ClientHONDA MOTOR CO
ProductINTERNAVI
EntrantDENTSU Tokyo, JAPAN
Type of EntryCraft
CategoryStorytelling
TitleSOUND OF HONDA / AYRTON SENNA 1989
Product/ServiceINTERNAVI
Entrant Company : DENTSU Tokyo, JAPAN
Advertising Agency : 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/Creative 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/Daito Manabe/Toshiyuki Nagashima/Takcom/Tadashi Tsushima Freelance/Rhizomatiks co.ltd./METAPHOR Inc./P.i.c.s.management/Fuzz/Inc. Director/Artist _ Programmer/Web Director/Cg Director/Technical Director
Senzo Ueno Freelance Director of Photography
Yosuke Kai Freelance Lighting Director
Daito Manabe/Hidenori Chiba/Satoru Higa/Tomoaki Yanagisawa/Muryo Honma/Hiroyuki Rhizomatiks co.ltd. Led Installation
Mitsuru Tajika/Erito Ayaki/Masaaki Azuma Freelance/TRY AUDIO CO./LTD Sound Engineer/Mixing Engineer
Kentaro Yasui/Tatsuya Tsunoda/Takato Kanehara/Kotaro Yamaguchi Fuzz/Inc./Fuzz/Inc./METAPHOR Inc./Freelance Webgl Developer/Webgl Developer/Web Designer/Designer
Daito Manabe/Satoru Higa/Ichitaro Masuda/Yosuke Seki/Kentaro Yasui/Tatsuya Tsuno Rhizomatiks co.ltd./Fuzz/Inc./Qosmo Inc./Studio MUU2 Programmer
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
Links
Website URL

Creative Execution:

We re-enacted world’s fastest lap set by Ayrton Senna while qualifying for 1989 Formula 1 Japanese Grand Prix. Every aspect of his driving data was digitally restored and analyzed. Engine sound of Senna’s F1 machine 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, the same place the actual race took place in 1989. Then the re-created engine sound was played according to driving data bringing back Senna’s fastest lap from 24 years ago down to the millisecond.

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.

Driving data brings back Senna's fastest lap from 24 years ago. Internavi is a car navigation system provided by Honda that designs driving experiences with real-time driving data collected from vehicles. Its origin and core technology, which is driving data, is still not widely known. Our mission was to tell the true possibilities of this technology. 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. On it was Ayrton Senna’s driving data from the fastest lap set in 1989. This data was recorded by an old version of the same technology, which collects driving data from vehicles today. People could now realize that the technology that once supported Senna now supports everyday drivers: them.