| Title | SOUND OF HONDA / AYRTON SENNA 1989 |
| Agency | Ad Dentsu Tokyo Inc. |
| Campaign | SOUND OF HONDA / AYRTON SENNA 1989 |
| Advertiser | Honda Motor Co., Ltd. |
| Brand | Honda |
| Date of First Broadcast/Publication | 2013 / 12 |
| Product | INTERNAVI |
| Business Sector | Automotive |
| Tagline | The power of dreams. |
| Philosophy | Driving data brings back Senna's fastest lap from 24 years ago.Senna set the world's fastest lap while qualifying for the 1989 Japanese Grand Prix. On board his machine was Honda's telemetry system that recorded acceleration and engine data. Using this data and latest technology, we re-enacted that lap with engine sounds and LEDs on 5,807-meter long Suzuka circuit. The sound coming from the engine of Senna's F1 machine was re-created by combining Senna's driving data from 1989 with engine tones recorded today. Hundreds of networked speakers placed along the race line brought back the dynamic F1 sound. LED lights synchronised with Senna’s location. |
| Result | Right after its launch, this project became a sensation and was covered by media from Japan as well as Brazil, Europe, the US and other regions with zero PR or media budget. Becoming the most watched YouTube video by an automobile company in Japan’s history as well as the 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. |
| Media Type | Case Study |
| Length | |
| Market | Japan |
| Art Director | Yu Orai |
| Creative Director | Kaoru Sugano |
| Copywriter | Sotaro Yasumochi |
| Copywriter | Nadya Kirillova |
| Creative Technologist/Planner | Kyoko Yonezawa |
| Promoter | Misa Ueda |
| Account Director | Takao Kaburaki |
| Account Director | Takuma Sato |
| Account Director | Sungwon Kim |
| Account Director | Takashi Hirano |
| Producer | Masafumi Fujioka |
| Producer | Ryoko Toyama |
| Production Manager | Kenya Miyashiya |
| Production Manager | Hinako Hirata |
| Digital Producer | Haruhiko Ishikawa |
| Director | KOSAI |
| Director of Photography (DOP) | Senzo Ueno |
| Lighting Director / Lighting | Yosuke Kai |
| Client Supervisor | Daito Manabe |
| Account Manager | Daito Manabe |
| LED Installation | Hidenori Chiba |
| LED Installation | Satoru Higa |
| LED Installation | Tomoaki Yanagisawa |
| LED Installation | Muryo Honma |
| Sound Director | Taeji Sawai |
| Sound Designer | Tomoyuki Kawamura |
| Sound Engineer/Mixing Engineer | Mitsuru Tajika |
| Creative Group Head | Erito Ayak |
| Sound System | Masaaki Azuma |
| Mixing Engineer | Sakura Seya |
| Mixing Engineer | Tomohiro Endo |
| Client Supervisor | Ken Imamura |
| Client Supervisor | Akihiro Mikawa |
| Client Supervisor | Hiroaki Sawato |
| Editor | Tomohiro Endo |
| Editor | Sakura Seya |
More Work
SEE ALLCeBIT 2017 Opening Ceremony | Japan Show Act
- BRAND:
- CeBIT
- AGENCY:
- Dentsu Inc.