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Dentsu Tokyo’s work for Honda Motors wins Titanium Grand Prix

The Titanium and Integrated Lions did not bring much good news to Asia Pacific this year but there is enough reason to celebrate as Dentsu Tokyo bags the Titanium Grand Prix, arguably the highest honour amongst Cannes Lions awards, this year.

Dentsu won the award for the work that it had done for Honda Motors, entry titled ‘Sound of Honda/ Ayrton Senna 1989’.

The jury voted on 378 entries to reach a shortlist of 16 for Titanium and 20 for Integrated. This included one Gold, two Silvers and five Bronze Integrated Lions in addition to three Titanium Lions.

The Grand Prix for Integrated went to Adam & Eve DDB London for Harvey Nichols ‘Sorry I Spent It On Myself’. There was only one Gold Lion awarded and that went to the ‘Live Test Series’ for Volvo Trucks from Forsman & Bodenfors Sweden.

Prasoon Joshi, Chairman, CEO, Chief Creative Officer, India/South Asia, McCann Worldgroup was the Jury President for Titanium & Integrated Lions.

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 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 the machine was Honda’s telemetry system that recorded acceleration/engine data. Using this, Dentsu 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 synchronised with Senna’s location.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.