|Title||SOUND OF HONDA / AYRTON SENNA 1989|
|Brand||HONDA MOTOR CO|
|Product / Service||INTERNAVI|
|Category||A05. Use of Other Digital Solutions in a Direct Campaign|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company||DENTSU Tokyo, JAPAN|
|Advertising Agency||DENTSU Tokyo, JAPAN|
|Production Company||DENTSU CREATIVE X Tokyo, JAPAN|
|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||Freelance||Director|
|Haruhiko Ishikawa||Rhizomatiks co.ltd.||Artist/Programmer|
|Daito Manabe||Rhizomatiks co.ltd.||Artist/Programmer|
|Senzo Ueno||Freelance||Director of Photography|
|Yosuke Kai||Freelance||Lighting Director|
|Hidenori Chiba/Satoru Higa/Tomoaki Yanagisawa/Muryo Honma/Hiroyuki Hori||Rhizomatiks co.ltd.||Led Installation|
|Mitsuru Tajika/Erito Ayaki/Masaaki Azuma||Freelance/TRY AUDIO CO./LTD||Sound Engineer/Mixing Engineer/Sound System|
|Daisuke Shigihara/Masahiro Hasegawa||TANGRAM Co. Ltd./Freelance||Special Effects/Colorist|
|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|
Internavi is a car navigation system provided by Honda that designs driving experiences with the power of real-time driving data collected from vehicles. The origin and core technology of Internavi’s navigation, 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 (both existing and new customers) and make them feel excitement for this technology in a brand new way.
Honda's R&D is not only about mechanics, but also making innovations in the vehicle’s "brain" or electronics. Internavi uses vehicle telematics and designs driving experiences with real-time driving data collected from vehicles. The roots of which go back to the 1980's when Honda introduced Telemetry system to F1. To communicate this we focused on a single sheet of paper. On it was Senna’s driving data from the fastest lap set in 1989. This data was recorded by the same technology, which collects driving data from vehicles today. People could realize that technology that once supported Senna now supports everyday them.
Driving data brings back Senna's fastest lap from 24 years ago. 1989 was the year when Senna set the world's fastest lap while qualifying for the Japanese Grand Prix on Suzuka circuit. On board his machine was Honda's engine telemetry system that recorded acceleration and engine data in detail. Using this data and the latest technology, we created a unique experience using engine sound and LED lights: we re-enacted that famous lap by Ayrton Senna on 5,807-meter long Suzuka circuit, the same place where the actual race took place 24 years ago. It was released as an online film for all to see.
People could feel Senna race through Suzuka just as he did that day through hundreds of networked speakers placed along the race line bringing back the dynamic sound of the Formula 1 machine, which could be felt with the whole body, together with LEDs marking his trajectory. 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.