SOUND OF HONDA / AYRTON SENNA 1989

TitleSOUND OF HONDA / AYRTON SENNA 1989
BrandHONDA MOTOR CO
Product / ServiceINTERNAVI
CategoryA08. Integrated Mobile Campaigns
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company DENTSU CREATIVE X Tokyo, JAPAN

Credits

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

Creative Execution

TVCM/OnlineVideo/Outdoor: Hundreds of networked speakers were placed along the race line bringing back the dynamic sound of the F1 machine. LED lights set around the circuit synchronized with Senna’s location at that moment down to the millisecond. 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. Radio: A radio ad featuring Senna’s engine sound was aired. App: An app that allows users to drive along to the engine sound of Senna’s McLaren Honda MP4/5 machine according to their driving was launched.

Right after its launch, this project consisting of app, Installation, Film, Website and Radio, was covered by media from Japan, Brazil, Europe, US and other regions despite zero PR/Media budget. The app received vast media coverage. Gaining huge following from Honda fans, and features on twitter and Facebook. It shifted people's perception on telemetry data and the possibilities of Internavi’s core technology. Driving time became more fun, and the love for Honda became even stronger. The film became the most watched YouTube video by an automobile company in Japan’s history and most watched viral video two weeks in a row worldwide.

Challenge: Honda's R&D is not only about mechanics, but also making innovations happen in the "brain" of the vehicle or electronics. Internavi – a two-way communication car navigation system that uses vehicle telematics. Its roots go back to 1980's when Honda introduced Telemetry system to F1 and stormed the world. Tested and perfected, today, this technology supports everyday drivers worldwide, but this still not widely known. Idea: We re-enacted the world’s fastest lap set by Ayrton Senna while qualifying for 1989 Formula 1 Japanese Grand Prix, and furthermore, released an app that lets any users drive their own car with the sound of McLaren Honda MP4/5. 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 the driving data collected in 1989 with engine tones recorded today.

Links

Mobile URL