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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

2014 Promo & Activation

SOUND OF HONDA / AYRTON SENNA 1989

Grand Prix

Case Film

Presentation Board

ClientHONDA MOTOR CO
ProductINTERNAVI
EntrantDENTSU Tokyo, JAPAN
Type of EntryPromo & Activation: Use of Promo
CategoryOther Digital Solutions in a Promotional Campaign
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 Webgl Developer/Webgl Developer/Web Designer/Designer
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 brief from the client:

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.

Describe how the promotion developed from concept to implementation:

Driving data brings back Senna's fastest lap from 24 years ago. Senna set the world's fastest lap while qualifying for the 1989 Japanese Grand Prix. On board his machine was Honda's telemetry system that recorded acceleration and engine data. Using this data and latest technology, we re-enacted that lap with engine sounds and LEDs on 5,807-meter long Suzuka circuit. Hundreds of networked speakers placed along the race line brought back the dynamic F1 sound, , re-created by combining Senna's driving data from 1989 with engine tones recorded today. It was released as an online film for all to see.

Describe the success of the promotion with both client and consumer including some quantifiable results:

Right after its launch, this project became a sensation and was covered by media from Japan as well as Brazil, Europe, the US and other regions with zero PR or media budget. Becoming the most watched YouTube video by an automobile company in Japan’s history as well as the 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.

Explain why the method of promotion was most relevant to the product or service:

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 from the past. 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.