WORKS

Sound of Honda / Ayrton Senna 1989

“Internavi” is a car navigation system, which utilizes transportation data to design individual driving experience. In order to cast light to the unique technology and its history, the project aims to revive the race from 24 years ago with light and sound, using the live data from a Formula 1 race in 1989. The project analyzed the motion of engine and acceleration, and digitally reconstructed the world’s fastest lap which Ayrton Senna has established during the preliminary race of Formula 1 Japan Grand Prix. By combining the actual engine sound sampled from MP4/5, we attempted to replicate the real sound from back in the days. Moreover, by placing numerous speakers and LED around the Suzuka Circuit which has a total length of 5,807m, and making them replay the engine sound based from the actual recorded data, successfully reenacted the lap from 24 years ago. On a special website, Ayrton Senna’s lap of 1:38:041 was remodeled as a 3DCG and enabled visitors to relive his drive. With the use of GPS and accelerometer on a smartphone, we also developed an app that replicates the engine sound back then on your very own car.

Credit
Creative Director : Kaoru Sugano (Dentsu Lab Tokyo) | Creative Planner, Copywriter : Sotaro Yasumochi (Dentsu Lab Tokyo) / Nadya Kirillova(Dentsu) | Creative Planner, Art Director : Yu Orai (Dentsu Lab Tokyo) |Creative Planner, Creative Technologist : Kaoru Sugano (Dentsu Lab Tokyo) / Kyoko Yonezawa (Dentsu) / Naoya Miura(Dentsu) | PR Planner : Misa Ueda (Dentsu) | Account Director : Takao Kaburaki / Takuma Sato / Sungwon Kim / Takashi Hirano (Dentsu) | Client Supervisor : Ken Imamura /Akihiro Mikawa / Hiroaki Sawato (Honda Motor Co., Ltd.)| Producer :Masafumi Fujioka / Ryoko Toyama (Dentsu Creative X Inc.) | Web Producer : Haruhiko Ishikawa (Shipoo)| Production Manager : Kenya Miyashita / Hinako Hirata (Dentsu Creative X Inc.) | Director : Kosai Sekine| Director of Photographer : Senzo Ueno | Camera Operator : Hiroki Kunieda | Camera Operator : Tatsushi Asaga | First Camera Assistant : Tetsuro Hirano | Lighting Director, Gaffer : Yosuke Kai | Key Grip : Toshiyuki Ichihara | Camera Car : Atsushi Terajima | Best Boy : Ko Sato | Sound Director : Taeji Sawai(Qosmo)| Sound Designer : Tomoyuki Kawamura | Sound Engineer : Mitsuru Tajika | Sound System : Masaaki Azuma(TRY AUDIO) | Artist, Programmer, System Engineer : Daito Manabe (Rhizomatiks)| LED Installation Producer : Hidenori Chiba (Rhizomatiks) | Programmer : Satoru Higa (Rhizomatiks)| LED System Support : Kunio Tamada (Tama Tech Lab) |LED Installation Support : Tomoaki Yanagisawa(Rhizomatiks) / Muryo Honma (Rhizomatiks) / Hori Hiroyuki (Rhizomatiks) | Laser Support : Tatsuya Yamamoto ( HEARTFAST) | Soundman : Masaru Takahashi | Special Effects : Daisuke Shigehara (TANGRAM) | Editor : Sakura Seya(megane film) | Editor : Tomohiro Endo (DIGITAL GARDEN) | Mixing Engineer : Erito Ayaki | Director : 中西尚人 (Dentsu Creative X Inc.) | Camera Operator : Shinji Uzaki (OFIICE DOING) | Editor : Takeshi Wada | Mixing engineer : Kenta Mikami (Digital Egg) | Client Supervisor : Takeo Kiuchi | Motorsports Journalist : Kazuhito Kawai
Photographer : Mamoru Atsuta | F1 Photographer : Hiroshi Kaneko | Motorsports Journalist : Jun Imamiya | Director : Toshiyuki Nagashima(METAPHOR) | Designer : Takato Kanehara (METAPHOR) | Programmer : Ichitaro Masuda (METAPHOR) | Programmer : Yosuke Seki (METAPHOR) | CG Director : TAKCOM (P.I.C.S management) | Technical Director : Tadashi Tsushima (fuzz) | Programmer : Kentaro Yasui (fuzz) | Programmer : Tatsuya Kakuta (fuzz) | Designer : Kotaro Yamaguchi | Programmer : Nao Tokui (Qosmo) | Programmer : Toru Urakawa (Qosmo) | Programmer : Takanori Yoshimura (Studio MUU2) | Production Manager : Yo Yuzaki (Dentsu Creative X Inc.)
Award
[ADC ANNUAL AWARDS]
- Silver : Advertising Ambient/Environmental
- Bronze : Experiential

[ADC TOMORROW AWARDS]
- Shortlist

[ADFEST]
- Grand Prix : Interactive, Integrated, Promo
- Innova Lotus : Innova
- Gold Lotus : Outdoor, Media
- Silver Lotus : Design, Interactive
- Bronze Lotus : Film
- Finalist : Design×3, Promo

[ADSTARS]
- Grand Prix of the Year : Integrated
- Grand Prix : Branded Content, Innovation, Interactive, Interactive Craft, Promotion
- Gold : Design, Film, Outdoor, Print Craft
- Silver : Film
- Crystal : Radio

[ASIAN MARKETING EFFECTIVENESS & STRATEGY AWARDS]
- Gold : Data & Analytics

[ANDY AWARDS]
- Shortlist : Integrated

[CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY]
- Grand Prix : Titanium and Integrated
- Gold Lion : Cyber×2, Direct, Film, Outdoor, Promo & Activation
- Silver Lion : Branded Content & Entertainment, Cyber×2, Design, Direct, Promo & Activation
- Bronze : Design, Outdoor
- Shortlist : Design

[CLIO AWARDS]
- Gold : Branded Entertainment & Content, Digital/Social, Engagement, Innovative Media
- Silver : Audio Technique, Branded Entertainment & Content, Content & Contact, Digital/Social Technique, Film, Integrated Campaign, Out of Home
- Shortlist : Public Relations

[D&AD PROFESSIONAL AWARDS]
- Black Pencil : Crafts for Advertising
- Yellow Pencil : Crafts for Advertising, Digital Marketing
- Slice : Crafts for Design
- In Book - Art Direction, Digital Design, Digital Marketing, Film Advertising Crafts

[FWA AWARDS]
- The Cutting Edge Project of The Week : October 28 2013
- Site of The Day : November 15 2013
- Mobile of The Day : November 20 2013

[LONDON INTERNATIONAL AWARDS]
- Grand : Digital
- Gold - Non Traditional, Tv/Cinema/Online Film, Branded Entertainment, Design
- Bronze : Integration, The New

[NEW YORK FESTIVALS]
- Second Prize Award : Branded Entertainment

[PRIX ARS ELECTRONICA]
- Honorary Mention : Interactive Art

[SPIKES ASIA FESTIVAL OF CREATIVITY]
- Grand Prix : Digital, Film, Outdoor, Promo & Activation
- Gold - Branded Content & Entertainment, Digital×3
- Silver - Design, Digital, Direct, Promo & Activation, Radio
- Bronze - Outdoor, Direct
- Shortlist - Media, Innovation

[THE ONE SHOW]
- Gold : Interactive
- Bronze : Interactive
- Merit : Advertising

[THE ONE SHOW'S AUTOMOBILE ADVERTISING OF THE YEAR]
- Online Video of the year

[THE WEBBY AWARDS]
- Webby Winner : Interactive Advertising & Media
- Honoree : Online Film & Video
- Nominee : Interactive Advertising & Media

[ACC CM FESTIVAL]
- Grand Prix : Interactive
- Gold: TV, Radio

[ADC AWRAD]
- Win the prize×2

[AMD Award]
- Digital Content of the year‘13 : President award
- award for excellence

[BRAIN ONLINE VIDEO AWARD]
- Grand Prix

[JAAA INNOVATIVE COMMUNICATION AWARD]
- award for excellence

[TCC ]
- TCC-Prize

[GALAXY Award]
- Incentive Award

[GOOD DESIGN AWARD]
- GOOD DESIGN GOLD Prize
- GOOD DESIGN BEST100

[DENTSU Advertising Award]
- Semi Integrated
- Grand Prix : TV

[Japan Media Arts Festival]
- Grand Prix : Entertainment division
Date

2014

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