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SOUND OF HONDA / AYRTON SENNA 1989
DENTSU, Tokyo / HONDA / 2014
Awards:
Overview
Credits
OVERVIEW
CampaignDescription
Driving data brings back Senna's fastest lap from 24 years ago.
Internavi is Honda’s car navigation system that designs driving experiences with the power of driving data collected from vehicles. Its roots go back to the 1980s when Honda introduced telemetry system to F1 and stormed the world. Honda has been testing and perfecting it in racing cars ever since. Today it supports everyday drivers.
Senna set the world's fastest lap during the 1989 Japanese Grand Prix qualifying. On board his machine was Honda's telemetry system that recorded acceleration/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. Engine sound of Senna's F1 machine was re-created by combining 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 synchronized with Senna’s location.
Effectiveness
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.
Implementation
TVCM/OnlineVideo/Outdoor:
Hundreds of networked speakers were placed along the race line bringing back the unique yet dynamic sound of the Formula 1 machine, which could be felt with the whole body. LED lights also set around the circuit synchronized with Senna’s location at that moment down to the millisecond. People could feel Ayrton Senna race through Suzuka just as he did that day.
Website:
Senna’s engine sound of the full lap could be heard together with full telemetry data.
On a WebGL-based website, Senna’s record breaking lap was generated with 3DCG. People could experience Senna race through Suzuka from different angles.
App:
The app allowed everyone to drive to the engine sound of Senna’s McLaren Honda MP4/5 using GPS/acceleration sensor of smartphone.
Radio:
A radio ad featuring Senna’s re-created from data engine sound of the 1989 record setting lap was aired.
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