Creative Execution

We re-enacted world’s fastest lap set by Ayrton Senna while qualifying for 1989 Formula 1 Japanese Grand Prix. Every aspect of his driving data was digitally restored and analyzed. Engine sound of Senna’s F1 machine 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, the same place the actual race took place in 1989. Then the re-created engine sound was played according to driving data bringing back Senna’s fastest lap from 24 years ago down to the millisecond.

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.

Driving data brings back Senna's fastest lap from 24 years ago. Internavi is a car navigation system provided by Honda that designs driving experiences with real-time driving data collected from vehicles. Its origin and core technology, which is driving data, is 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. On it was Ayrton Senna’s driving data from the fastest lap set in 1989. This data was recorded by an old version of the same technology, which collects driving data from vehicles today. People could now realize that the technology that once supported Senna now supports everyday drivers: them.