Gold Spike

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EntrantDENTSU Tokyo, JAPAN
Type of EntryDesign: Corporate or Brand Itendity
CategoryA08. Broadcast Design and Graphics & Digital Design
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN

Brief Explanation

The challenge was to make people experience the essence in a simple way: the more people participate, the more the service evolves.

The Brief

“Internavi” is a navigation system based on a pool of crowd-sourced aggregated information that provides the most pleasant driving experience possible to drivers across Japan by connecting them to each other through the system. The more people evolve, the more the information gets rich and accurate. Because of this highly complex navigation system, it was difficult for Honda to achieve people’s understanding of Internavi. Therefore, the number of users (members of Internavi Premium Club) was struggling with little growth, and furthermore, there were many inactive users.

How the final design was conceived

The idea was to unveil the black box of Internavi and visualize it to people open wide. By redesigning Internavi’s actual data in to a real-time motion infographics, people’s participation will be visualized, which can make them realize that they are actually participating in the system. We launched a website visualizing how this complex system works. The infographics were created with real-time data constantly uploaded from “Internavi”. People could watch real-time status of cars all over Japan, experiencing and understanding the functions of “Internavi”. Since it is visualized in real-time, users’ action will be immediately reflected in the graphic.

Indication of how successful the outcome was in the market

The website was displayed using six LCDs for each angle, at the Tokyo Motor Show which 840,000 people have arrived. Furthermore, members of Internavi Premium Club has increased up to 120%. Data volume, which is the usage of Internavi, has also increased up to 200%.


Name Company Position
Kaoru Sugano Dentsu Inc. Creative Director/Creative Technologist
Yu Orai Dentsu Inc. Art Director
Kotaro Yamaguchi Art Director
Kyoko Yonezawa Dentsu Inc. Creative Technologist
Sotaro Yasumochi/Nadya Kirillova Dentsu Inc. Copywriter
Tadafumi Nogawa/Aiko Sugawara Honda Motor Co. System Architecture Designer
Toshiyuki Nagashima Metaphor Director
Takato Kanehara Metaphor Designer
Ichitaro Masuda/Yosuke Seki Metaphor Flash Developer
Hiroki Hirano Iret Inc. Sever-Side Developer
Shuta Hasunuma Sound Designer
Takao Kaburaki/Takuma Sato Dentsu Inc. Account Director
Haruhiko Ishikawa/Kazushige Mori Shipoo Inc. Producer
Takeshi Imai/Ken Imamura/Akihiro Mikawa/Yuichiro Ishido Honda Motor Co Client Supervisor

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