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Design
Experiential Marketing

Gold Winner

Entrant: Dentsu Inc., Tokyo

Internavi
"Sound of Honda / Ayrton Senna 1989"


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Corporate Name of Client: Honda Motor Co., Ltd.
Client Supervisors: Ken Imamura / Akihiro Mikawa /
     Hiroaki Sawato
Agency Account Directors: Takao Kaburaki / Takuma Sato /
     Sungwon Kim / Takashi Hirano
Planners: Kaoru Sugano / Sotaro Yasumochi / Nadya Kirillova /
     Yu Orai / Kyoko Yonezawa
PR / Marketing: Misa Ueda
Agency: Dentsu Inc., Tokyo
Creative Director: Kaoru Sugano
Copywriters: Sotaro Yasumochi / Nadya Kirillova
Art Director: Yu Orai
Designer: Kotaro Yamaguchi
Creative Technologists: Kaoru Sugano / Kyoko Yonezawa
Producers: Masafumi Fujioka / Ryoko Toyama
Production Managers: Kenya Miyashita / Hinako Hirata
Digital Producer : Haruhiko Ishikawa
Director: Kosai Sekine
Artist / Programmer: Daito Manabe
Director of Photography: Senzo Ueno
Camera Operators: Hiroki Kunieda / Tatsushi Asaga / Tetsuro Hirano
Lighting Director: Yosuke Kai
Best Boy: Ko Sato
Key Grip: Toshiyuki Ichihara
Camera Car: Atsushi Terajima
LED Installation Producer: Hidenori Chiba
Programmer: Satoru Higa
LED System Support: Kunio Tamada
LED Installation Support: Tomoaki Yanagisawa / Muryo Honma /
     Hiroyuki Hori
Laser Support: Tatsuya Yamamoto
Sound Director: Taeji Sawai
Sound Designer: Tomoyuki Kawamura
Sound Engineer: Mitsuru Tajika
Sound System: Masaaki Azuma
Soundman: Masaru Takahashi
Colorist: Masahiro Hasegawa
Special Effects: Daisuke Shigihara
Editors: Sakura Seya / Tomohiro Endo
Mixing Engineer: Erito Ayaki
Creative Technologist: Naoya Miura
Technical Director: Tadashi Tsushima
WebGL Developers: Kentaro Yasui / Tatsuya Tsunoda
CG Directors: TAKCOM / Munechika Inudo
Web Director: Toshiyuki Nagashima
Web Designer: Takato Kanehara
Programmers / WebGL Developers: Ichitaro Masuda / Yosuke Seki
Programmers: Nao Tokui / Toru Urakawa / Takanori Yoshimura
Director: Naoto Nakanishi
Camera Operators: Tatsushi Asaga / Shinji Uzaki
Editor: Takeshi Wada
Mixing engineer: Kenta Mikami
Client Supervisor / Interviewee: Takeo Kiuchi
Interviewee (Motorsports Journalist): Kazuhito Kawai
Interviewee (Photographer): Mamoru Atsuta
Interviewee (F1 Photographer): Hiroshi Kaneko
Interviewee / Narrator (Motorsports Journalist): Jun Imamiya
Production Manager: Yo Yuzaki
Production Company: Dentsu Creative X Inc., Tokyo
Digital Production Companies: Rhizomatiks co.,ltd. / Qosmo Inc. /
     METAPHOR Inc. / fuzz, Inc. / MARK inc. / Shipoo Inc., Tokyo

Concept/Cultural Reference:
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, are 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.

Using this data we reenacted the 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. The engine sound of Senna’s F1 machine McLaren Honda MP4/5 was recreated 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 recreated engine sound was played according to driving data, bringing back Senna’s fastest lap from 24 years ago down to the millisecond. People could now realize that the technology that once supported Senna now supports everyday drivers: them.

Right after its launch, this project was covered by media from Japan, Brazil, Europe, the US and other regions despite zero PR/Media budget, becoming the most watched YouTube video by an automobile company in Japan’s history and 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.