| Title | SOUND OF HONDA / AYRTON SENNA 1989 |
| Brand | HONDA MOTOR CO |
| Product / Service | INTERNAVI |
| Category | A07. Use of Digital in a Media Campaign |
| 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 | Freelance | Director |
| 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 |
| 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 |
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.
Every aspect of Senna’s driving data recorded in 1989 was digitally restored/analyzed. Engine sound of McLaren Honda MP4/5 was re-created by combining driving data collected in 1989 with engine tones recorded today. 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 full lap could be heard together with full telemetry data. On a WebGL-based website, Senna’s record breaking lap was generated with 3DCG. App: Allows driving to engine sound of Senna’s McLaren Honda MP4/5 using GPS/acceleration sensor of smartphone. Radio: A radio ad featuring Senna’s engine sound was aired.
Honda's R&D is not only about mechanics, but also making innovations in the "brain" of the vehicle, or, electronics. Internavi is a two-way communication car navigation system that uses vehicle telematics system, roots of which go back to 1980's when Honda introduced Telemetry system to Formula 1. Honda has been testing and perfecting this system ever since. Today, the system supports everyday drivers. THE IDEA: 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.