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Branded Entertainment
Branded Experiential/Live Events

Gold Winner

Entrant: Dentsu Inc., Tokyo

"Sound of Honda / Ayrton Senna 1989"

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Corporate Name of Sponsored Client: Honda Motor Co., Ltd.
Agency Account Directors: Takao Kaburaki / Takuma Sato /
     Sungwon Kim / Takashi Hirano
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 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
Client Supervisors: Ken Imamura / Akihiro Mikawa / Hiroaki Sawato
Planners: Kaoru Sugano / Sotaro Yasumochi / Nadya Kirillova /
     Yu Orai / Kyoko Yonezawa
Artist / Programmer: Daito Manabe
Production Managers: Kenya Miyashita / Hinako Hirata
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:
Honda's R&D is not only about mechanics, but also making innovations in the "brain" of the vehicle, or, electronics. Internavi is a two-way communication car navigation system that uses a vehicle telematics system and designs driving experiences with the power of real-time driving data collected from vehicles. The roots of this navigation system go back to the 1980's when Honda introduced Telemetry system to Formula 1 and stormed the world. Honda has been testing and perfecting this system ever since. Today, this system supports everyday drivers via navigation based on driving data. The origin and core technology of Internavi’s navigation 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.
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.
Every aspect of Senna’s driving data recorded in 1989 was digitally restored and analyzed. Engine sound of Senna’s McLaren Honda MP4/5 was re-created 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 bringing back the unique yet dynamic sound of the Formula 1 machine, which could be felt with the whole body. We invited motorsports engineers, journalists and photographers who were there in 1989 along with Senna’s fans to the main stand. Then re-created engine sound was played according to driving data bringing back Senna’s fastest lap from 24 years ago. 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.
Right after its launch, this project was covered by media from Japan, Brazil, Europe, US and other regions despite zero PR/Media budget. Becoming most watched YouTube video by an automobile company in Japan’s history and 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.