Dentsu Tokyo lands the Cannes Lions Festival’s most valuable trophy – Titanium Grand Prix for ‘Sound of Honda/Ayrton Senna 1989’

| | No Comments

Sound of Honda.jpgDentsu_SoundSenna.jpgIn a major coup for Dentsu Inc Tokyo and Japan the Honda Motor Company – Internavi campaign  “Sound of Honda/Ayrton Senna 1989” has been awarded the Titanium Grand Prix for 2014 at the Cannes Lions Festival of Creativity.

It caps off a fantastic Cannes for this Dentsu campaign that uses driving data to bring back Ayrton Senna’s fastest lap from 24 years ago on Japan’s Suzuka race track.

Titanium is considered the most prestigious category at the Cannes Lions and this is reflected in the results with only 3 Titanium Lions awarded in addition to the Grand Prix.

The jury voted on 378 entries to reach a shortlist of 16 for Titanium and 20 for Integrated, of which 1 gold, 2 silver and 5 bronze Integrated Lions were awarded along with the 3 Titanium Lions.

 

The Grand Prix for Integrated went to Adam&EveDDB London for Harvey Nichols “Sorry I Spent It On Myself”. There was only 1 Gold Lion awarded and that went to the “Live Test Series” for Volvo Trucks from Forsman & Bodenfors Sweden.

TITANIUM WINNERS

Grand Prix: Dentsu Inc Tokyo – Honda Motor Company/Internavi “Sound of Honda/Ayrton Senna 1989”

Titanium Lion: Memac Ogilvy Dubai – UN Women “The Autocomplete Truth”

Titanium Lion: The Ebeling Group New York – Not Possible Labs “Project Daniel”

Titanium Lion: Grey New York States United to Prevent Gun Violence “Unload Your 401K”

INTEGRATED WINNERS

Grand Prix: Adam&EveDDB London – Harvey Nichols “Sorry I Spent It On Myself”

Gold Lion: Forsman & Bodenfors Sweden – Volvo Trucks “Live Test Series”

Silver Lion: Leo Burnett Paris – Mimi Foundation “If Only For A Second”

Silver Lion: Droga5 New York – Newcastle Brown Ale “If We Made It”

Bronze Lion: Adam&EveDDB London – John Lewis “Bear & Hare”

Bronze Lion: DVH Rotterdam – Amnesty International “Do Not Frighten President Putin”

Bronze Lion: Droga5 New York – Prudential “Chapter Two”

Bronze Lion: Creative Artists Agency LA – Chipotle “The Scarecrow”

Bronze Lion: Wieden+Kennedy Portland – Old Spice “Hair Care Integrated”

About the Titanium Grand Prix winner: 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, 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 synchronized with Senna’s location.

The Titanium and Integrated Jury was also responsible for awarding the Grand Prix for Good. From a list of 32 contenders – made up of gold Lion winners from across all charities & public services categories ineligible to win a Grand Prix in their own awards section – the accolade was presented to Lemz, Amsterdam, The Netherlands, for ‘Sweetie’ created for Terre des Hommes Netherlands. The Titanium and Integrated jury was presided over by Prasoon Joshi, Chairman, CEO, Chief Creative Officer, India/South Asia, McCann Worldgroup.