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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 EntryIntegrated Campaign
CategoryIntegrated Campaigns led by Outdoor
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 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
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
Qosmo Inc. Additional company
Rhizomatiks co.,ltd. Additional company

Description of Ambient execution:

Internavi is a car navigation system provided by Honda that designs driving experiences with the power of real-time driving data collected from vehicles. Its roots go back to the 1980s when Honda introduced telemetry system to Formula One and stormed the world. Honda has been testing and perfecting this system in racing cars ever since and today it supports not only F1 drivers but also everyday drivers around the world. Despite this fact, the origin and core technology of Internavi’s navigation is still not widely known. Our mission was to tell the possibilities of this technology. 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. Execution: Every aspect of Senna’s driving data recorded in 1989 was digitally restored/analyzed. Engine sound of McLaren Honda MP4/5 was re-created by combining driving data collected in 1989 with engine tones recorded today. Outdoor: Hundreds of networked speakers were placed along the race line bringing back the unique yet dynamic sound of the Formula 1 machine, which could be felt with the whole body. 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. Additional elements of the campaign: Website: Senna’s engine sound of the full lap could be heard together with full telemetry data. On a WebGL-based website, Senna’s record breaking lap was generated with 3DCG. People could experience Senna race through Suzuka from different angles. App: Everyone could drive to the engine sound of Senna’s McLaren Honda MP4/5 using GPS/acceleration sensor of smartphone. Radio: A radio ad featuring Senna’s re-created from data engine sound of the 1989 record setting lap was aired.