WORKS

CONNECTING LIFELINES

March 11, 2011. Soon after the Great East Japan Earthquake struck Japan, everything was in shortage at the disaster area. What roads are functional? Which road will lead to the area? Those information was the very lifeline to support/save the disaster area. 10:30am March 12, 20 hours later since the earthquake struck, Honda analyzed the data collected through its proprietary car navigation system,“internavi,” and extracted road data that were able to drive at the disaster area. The data was made available for the public. Moreover, all of these initiatives were introduced as the “memory of roads” during various events such as Tokyo Motor Show. The installation expressed the possibility of technology that connected people’s lives, and dramatically displayed Japan’s hope recovering from an unprecedented disaster, by drawing the drivable road, the “lifeline,” using a laser, and combining that with the actual tweet that enabled them to get through that area.

Credit
Project Director:今井武 (Honda Motor Co., Ltd.) | System Architecture Designer :野川忠文 (Honda Motor Co., Ltd.) | System Architecture Designer : 菅原愛子 (Honda Motor Co., Ltd.) | Creative Director/Creative Technologist : Kaoru Sugano (Dentsu Lab Tokyo) |Creative Technologist : Kyoko Yonezawa (Dentsu) |Producer/Technical Director : Seiichi Saito(Rhizomatiks) | Technical Director/Software Engineer : Hori Hiroyuki (Rhizomatiks) |Software Engineer : Akira Hayasaka|Art Director : Yu Orai (Dentsu Lab Tokyo) | Art Director : Ryuta Modeki (TWOTONE) |Designer : Yusuke Nishida (TWOTONE) | Copywriter : Sotaro Yasumochi (Dentsu Lab Tokyo)| Copywriter : Nadya Kirillova (Dentsu) | Assistant Director : Keisuke Arikuni (Rhizomatiks)| Text Data Mining : Hiroko Ise (Dentsu) | Text Data Mining : Urano Yuhei (Dentsu) | Sound Designer : Taeji Sawai (Qosmo) | Account Director : Takao Kaburaki (Dentsu)| Account Director : Takuma Sato (Dentsu) | Producer : Haruhiko Ishikawa (Shipoo) | Client Supervisor : 石藤雄一郎 (Honda Motor Co., Ltd.) | Client Supervisor : 三河昭広 (Honda Motor Co., Ltd.) | Client Supervisor : 今村健 (Honda Motor Co., Ltd.)
Award
[CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY]
- Titanium Lion : Titanium & Integrated
- Gold Lion : Cyber
- Silver Lion : Direct
- Silver Lion : Media
- Finalist : PR

[D&AD PROFESSIONAL AWARDS]
- Yellow Pencil : Digital Design (Digital Design)
- Nomination : Digital Design (Animation)

[SPIKES ASIA FESTIVAL OF CREATIVITY]
- Grand Prix : Digital
- Gold : Promo & Activation (BEST USE OF OTHER DIGITAL PLATFORMS IN A PROMOTIONAL CAMPAIGN)
- Finalist : PR (BEST USE OF DIGITAL PR)
- Finalist : Direct (BEST USE OF DIGITAL MEDIA IN A DIRECT CAMPAIGN)

[THE ONE SHOW Interactive]
- Bronze Pencil : Integrated Branding

[TIAA]
- Grand Prix
- Gold : Interactive

[ADFEST]
- Gold Lotus : Cyber (Best Use of Technology)
- Finalist : INNOVA

[ADSTARS]
- Silver

[The Cup]
- BEST OF OTHER VEHICLES AND ACCESSORIES
Date

2011

Client

本田技研工業株式会社 / Honda Motor Co., Ltd.

Brand

インターナビ / Internavi

Dentsu Lab Tokyo