Bronze Spike

Case Film

Presentation Board

Product / ServiceINTERNAVI
CategoryA05. Use of Other Digital Solutions in a Direct Campaign
EntrantDENTSU 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 Freelance Director
Haruhiko Ishikawa Rhizomatiks Artist/Programmer
Kosai Sekine Freelance Director
Daito Manabe Rhizomatiks Artist/Programmer
Senzo Ueno Freelance Director of Photography
Yosuke Kai Freelance Lighting Director
Hidenori Chiba/Satoru Higa/Tomoaki Yanagisawa/Muryo Honma/Hiroyuki Hori Rhizomatiks 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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.