Title | SOUND OF HONDA / AYRTON SENNA 1989 |
Brand | HONDA MOTOR CO |
Product / Service | INTERNAVI |
Category | A08. Digital Design |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Production Company | DENTSU CREATIVE X Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kaoru Sugano | Dentsu Inc. | Creative Director/Creative Technologist/Creative Planner |
Sotaro Yasumochi/Nadya Kirillova | Dentsu Inc. | Copywriter/Creative Planner |
Yu Orai | Dentsu Inc. | Art Director/Creative Planner |
Kyoko Yonezawa | Dentsu Inc. | Creative Technologist/Creative Planner |
Taeji Sawai | Qosmo Inc. | Sound Director |
Tomoyuki Kawamura | Studio MUU2 | Sound Designer |
Misa Ueda | Dentsu Inc. | Promoter |
Takao Kaburaki/Takuma Sato/Sungwon Kim/Takashi Hirano | Dentsu Inc. | Account Director |
Masafumi Fujioka/Ryoko Toyama | Dentsu Creative X Inc. | Producer |
Kenya Miyashita/Hinako Hirata | Dentsu Creative X Inc. | Production Manager |
Haruhiko Ishikawa | Shipoo Inc. | Digital Producer |
Kosai Sekine/Daito Manabe/Toshiyuki Nagashima/Takcom/Tadashi Tsushima | Freelance/Rhizomatiks co.ltd./METAPHOR Inc./P.i.c.s.management/Fuzz/Inc. | Director/Artist _ Programmer/Web Director/Cg Director/Technical Director |
Senzo Ueno | Freelance | Director of Photography |
Yosuke Kai | Freelance | Lighting Director |
Daito Manabe/Hidenori Chiba/Satoru Higa/Tomoaki Yanagisawa/Muryo Honma/Hiroyuki | Rhizomatiks co.ltd. | Led Installation |
Mitsuru Tajika/Erito Ayaki/Masaaki Azuma | Freelance/TRY AUDIO CO./LTD | Sound Engineer/Mixing Engineer |
Kentaro Yasui/Tatsuya Tsunoda/Takato Kanehara/Kotaro Yamaguchi | Fuzz/Inc./Fuzz/Inc./METAPHOR Inc./Freelance | Webgl Developer/Webgl Developer/Web Designer/Designer |
Daito Manabe/Satoru Higa/Ichitaro Masuda/Yosuke Seki/Kentaro Yasui/Tatsuya Tsuno | Rhizomatiks co.ltd./Fuzz/Inc./Qosmo Inc./Studio MUU2 | Programmer |
Sakura Seya/Tomohiro Endo | meganefilm/DIGITAL GARDEN INC. | Editor |
Ken Imamura/Akihiro Mikawa/Hiroaki Sawato | Honda Motor Co. Ltd. | Client Supervisor |
Rhizomatiks co.,ltd. | Additional company | |
Qosmo Inc. | Additional company |
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 of this technology. To do so, we focused on a single sheet of paper. On it was driving data of the world's fastest lap set by Ayrton Senna set while qualifying for 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.
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 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. To resurrect the emotions from years ago hidden in peopls’ memory using data, we focused on sound and light. First, the engine sound of Senna's F1 machine McLaren Honda MP4/5 was re-created by combining Senna's driving data from 1989 with various engine tones recorded today. Then, hundreds of networked speakers were placed along the race line of Suzuka circuit bringing back the dynamic sound of MP4/5. LED lights synchronized with Senna’s location and the dynamic sound down to the millisecond. People could feel Senna race through Suzuka once again.
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.