Grand LIA   |   Winners   |   Finalists

Live Events - Beyond Advertising

Gold Winner

Entrant: Dentsu Inc., Tokyo

"Sound of Honda / Ayrton Senna 1989"

    Click a thumbnail to change media.

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
Creative Technologists: Kaoru Sugano / Kyoko Yonezawa /
     Naoya Miura
Programmer: Satoru Higa
Production Managers: Kenya Miyashita / Hinako Hirata
Production Company: Dentsu Creative X Inc., Tokyo
Director: Kosai Sekine
Producers: Masafumi Fujioka / Ryoko Toyama
Director of Photography: Senzo Ueno
Digital Production Companies: Rhizomatiks co.,ltd. / Qosmo Inc. /
     METAPHOR Inc. / fuzz, Inc. / MARK inc. / Shipoo Inc., Tokyo
Digital Producer: Haruhiko Ishikawa
Post-Production Companies: meganefilm / DIGITAL GARDEN INC., Tokyo
Editors: Sakura Seya / Tomohiro Endo
Sound Design Companies: Qosmo Inc. / Studio MUU2, Tokyo
Sound Designer: Tomoyuki Kawamura
Artist / Programmer: Daito Manabe
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
LED System Support: Kunio Tamada
LED Installation Support: Tomoaki Yanagisawa / Muryo Honma /
     Hiroyuki Hori
Laser Support: Tatsuya Yamamoto
Sound Director: Taeji Sawai
Sound Engineer: Mitsuru Tajika
Sound System: Masaaki Azuma
Soundman: Masaru Takahashi
Colorist: Masahiro Hasegawa
Special Effects: Daisuke Shigihara
Mixing Engineer: Erito Ayaki

Description of the Project:
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 the 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.
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 the latest technology, we re-enacted that lap with engine sounds and LEDs on 5,807-meter long Suzuka circuit. The engine sound of Senna's F1 machine was recreated by combining Senna's driving data from 1989 with engine tones recorded today. We invited motorsports engineers, journalists and photographers etc. who were there 24 years ago to the main stand. Hundreds of networked speakers placed along the race line brought back the dynamic F1 sound. LED lights synchronized with Senna’s location.
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.