Product / ServiceINTERNAVI
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 Dentsu Creative X Inc. Production Manager
Haruhiko Ishikawa Shipoo Inc. Digital Producer
Kosai Sekine/Daito Manabe/Toshiyuki Nagashima/Takcom/Tadashi Tsushima Freelance/Rhizomatiks 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 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 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

The Campaign

Driving data brings back Senna's fastest lap from 24 years ago. Internavi is Honda’s car navigation system that designs driving experiences with the power of driving data collected from vehicles. Its roots go back to the 1980s when Honda introduced telemetry system to F1 and stormed the world. Honda has been testing and perfecting it in racing cars ever since. Today it supports everyday drivers. Senna set the world's fastest lap during the1989 Japanese Grand Prix qualifying. On board his machine was Honda's telemetry system that recorded acceleration/engine data. Using this data and latest technology, we re-enacted that lap with engine sounds and LEDs on 5,807-meter long Suzuka circuit. Engine sound of Senna's F1 machine was re-created by combining driving data from 1989 with engine tones recorded today. Hundreds of networked speakers placed along the race line brought back the dynamic F1 sound. LED lights synchronized with Senna’s location.

Success of the Campaign

Right after its launch, this project became a sensation and was covered by media from Japan as well as Brazil, Europe, the US and other regions with zero PR or media budget. Becoming the most watched YouTube video by an automobile company in Japan’s history as well as the 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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

TVCM/OnlineVideo/Outdoor: Hundreds of networked speakers were placed along the race line bringing back the unique yet dynamic sound of the Formula 1 machine, which could be felt with the whole body. LED lights also set around the circuit synchronized with Senna’s location at that moment down to the millisecond. People could feel Ayrton Senna race through Suzuka just as he did that day. Website: Senna’s engine sound of the full lap could be heard together with full telemetry data. On a WebGL-based website, Senna’s record breaking lap was generated with 3DCG. People could experience Senna race through Suzuka from different angles. App: The app allowed everyone to drive to the engine sound of Senna’s McLaren Honda MP4/5 using GPS/acceleration sensor of smartphone. Radio: A radio ad featuring Senna’s re-created from data engine sound of the 1989 record setting lap was aired.