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Entrant: Dentsu Inc., Tokyo

"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
Creative Technologists: Kaoru Sugano / Kyoko Yonezawa
Programmer: Satoru Higa
Production Managers: Kenya Miyashita / Hinako Hirata
Designer: Kotaro Yamaguchi
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
Technical Director: Tadashi Tsushima
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
Creative Technologist: Naoya Miura
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

Description of the Project:
Driving data brings back Senna's fastest lap from 24 years ago.
Internavi is Honda’s car navigation system that designs driving experiences with the power of driving data collected from vehicles. Its roots go back to the 1980s when Honda introduced telemetry system to F1 and stormed the world. Honda has been testing and perfecting it in racing cars ever since. Today it supports everyday drivers.
Senna set the world's fastest lap during the1989 Japanese Grand Prix qualifying. On board his machine was Honda's telemetry system that recorded acceleration/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. Engine sound of Senna's F1 machine was re-created by combining driving data from 1989 with engine tones recorded today. Hundreds of networked speakers placed along the race line brought back the dynamic F1 sound. LED lights synchronized with Senna’s location.
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. This live experience was then made into an online film.
On the 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.
An app allowing everyone to drive to the engine sound of Senna’s McLaren Honda MP4/5 using GPS/acceleration sensor of smartphone was also released.
A radio ad created with digitally restored and re-created from Senna’s engine sound data of the 1989 record setting lap was aired.
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.