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Automobile
Japan
June 23, 2014

Honda's "Sound of Honda / Ayrton Senna 1989" Wins a Grand Prix at the Cannes Lions International Festival of Creativity

TOKYO, Japan, June 23, 2014 - Honda Motor Co., Ltd. announced that the "Sound of Honda / Ayrton Senna 1989" has been honored with the Grand Prix in Titanium & Integrated Lions, in total, 15 prizes in 8 award categories of the 61st Cannes Lions International Festival of Creativity.

Titanium & Integrated Lions (Titanium Grand Prix)
Film Lions (Gold Lion)
Cyber Lions (Gold Lions, Silver Lions) *1
Promo & Activation Lions (Gold Lion, Silver Lion)
Direct Lions (Gold Lion, Silver Lion)
Outdoor Lions (Gold Lion, Bronze Lion)
Design Lions (Silver Lion, Bronze Lion)
Branded Content & Entertainment Lions (Silver Lion)

Each category consists of four prize levels - with the Grand Prix at the top followed by Gold Lion, Silver Lion and Bronze Lion.

Starting as an in-theater advertising film contest held as a part of the Festival de Cannes, the Cannes Lions International Festival of Creativity has been held independently of the film festival since 1954. The Cannes Lions International Festival of Creativity has been one of the top three most prestigious advertisement festivals/awards in the fields of advertising and communications. Due to the outstanding composition of its juries and the high level of award-winning works, the Cannes Lions International Festival of Creativity has established an especially high reputation among a large number of international advertisement awards.

For the 2014 awards, the combined entry list for 17 categories included more than 37,000 works from all around the world. Reflecting the recent trend of the diversification of advertising and communication activities, the number of works competing in the "Cyber Lions" categories increased by 39% compared to the last year. Honda's "Sound of Honda / Ayrton Senna 1989" won these prizes in a highly intensive competition.

Moreover, the "Sound of Honda / Ayrton Senna 1989" has been highly acclaimed in international society proven by the fact that it was awarded the "Black Pencil" at this year's D&AD Awards*2. The D&AD's Black Pencil is known as one of the most-difficult-to-win awards in the world due to its rigorous screening and examination by the jury.

The "Sound of Honda / Ayrton Senna 1989" reproduces the then fastest lap at Suzuka Circuit by Senna driving the McLaren Honda MP4/5 in the qualifying of FIA*3 Formula One (F1) World Championship in 1989. Honda analyzed the driving data including changes in the accelerator position, engine speed and vehicle speed and reproduced the engine sound for the lap using the actual vehicle, the McLaren Honda MP4/5. With this reproduced engine sound, Honda has developed three types of content - a short film that reproduces Senna's driving as well as its behind-the-scene documentary film, the 3-dimensional computer graphics web content "3D-View," and the iPhone*4 app "Sound of Honda."

Advancing its concept of recording and analyzing driving data and using it to help people enjoy driving, Honda has been making progress in the area of supporting safe and secure driving, using driving data collected from vehicles equipped with the Honda Internavi system.

Honda will continue its studies of how to create enjoyable relationships between people and automobiles and contribute to the development of systems and structures that enable such relationships.

The "Sound of Honda / Ayrton Senna 1989" is available at the "dots by internavi*5" section of the Internavi website. (URL: http://www.honda.co.jp/internavi-dots/dots-lab/senna1989/)

*1
2 Gold Lions and 2 Silver Lions were acquired in Cyber Lions.
*2
D&AD Award is a design award established in 1962 by the British Design and Art Direction (D&AD), a design promotion organization, for the purpose of celebrating and nurturing creative excellence in design and advertising.
*3
FIA is an abbreviation for the Fédération Internationale de l'Automobile.
*4
iPhone is a trademark of Apple Inc., registered in the U.S. and other countries.
*5
A Honda project through which Honda strives to provide useful service to more users by combining information collected through the Honda Internavi system and various real-time information made available from society.

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