Title | SOUND OF HONDA / AYRTON SENNA 1989 |
Brand | HONDA MOTOR CO |
Product / Service | INTERNAVI |
Category | A08. Integrated Mobile Campaigns |
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/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 |
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.