From Honda Greece.
Honda's engineering heritage is a set of facts in an archive, and facts in an archive move nobody.
Take the telemetry Honda recorded from Senna's 1989 Suzuka lap and replay it on the empty real circuit as sound and light.
The Stupid/Smart of it
Stupid: Building a campaign on a driver who died, and betting that reverence rather than exploitation is how it reads.
Smart: Resurrecting a dead driver from a data file sounds ghoulish, until you hear it and realise the data is the only thing left of that lap.
Only Honda held that telemetry, so no other brand could physically have made this.
It is a genuine world-first with a technical story, so it gets covered as engineering news, not advertising.
Leaving the track empty. The temptation was to put a car on it; the absence is what makes it a ghost rather than a re-enactment.
Craft-poweredIt dies when described. It only exists once made. Has to be seen to work.
Cannes Lions 2014: Grand Prix, Titanium & Integrated.
15 prizes across eight categories at the 61st festival, including Gold and Silver in Promo & Activation.
Also a One Show winner.
Client: Honda Motor (Internavi)
Agency: Dentsu, Tokyo
Technical production: Rhizomatiks
Source data: telemetry captured by Honda's Internavi system during Ayrton Senna's 1989 qualifying lap at Suzuka
The installation: LED light fixtures and speakers along the real circuit, replaying the lap as sound and light with no car present
The devices behind this one, from our library of ways in:
Sources: Honda Global, Grand Prix announcement · Campaign Asia, Titanium Grand Prix · Fast Company, Honda tops Titanium · The Work / Lions archive entry
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