| Title | SOUND OF HONDA / AYRTON SENNA 1989 |
| Brand | HONDA MOTOR CO |
| Product / Service | INTERNAVI |
| Category | J03. Storytelling |
| 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 |
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.