Dr Mumbo

Formula None

Welcome to Cannes Watch – where we celebrate the longest it takes a company to remember to send out a press release about a win.

Here’s today’s contender, from Honda, a mere ten days after the event…

Given that the campaign celebrated Ayrton Senna’s speed around the track, the irony is splendid.

Honda Wins Grand Prix at Cannes Lions

The ‘Sound of Honda / Aryton Senna 1989’ short film has received the Titanium Grand Prix award at the 61st Cannes Lions International Festival of Creativity.

Produced by Honda Motor Co., the ‘Sound of Honda / Ayrton Senna 1989’ evokes the excitement of Aryton Senna’s record-breaking qualifying lap at the 1989 Japanese Formula One Grand Prix in the McLaren Honda MP4/5 and has been recognised with 15 awards in eight categories.

Honda Australia Director, Mr. Stephen Collins said he hoped the short film gave audiences a glimpse into this legendary moment in Formula One on the eve of Honda’s return to the pinnacle of motor sport. “It is an honour to have our work awarded by a panel of internationally renowned creative industry leaders at Cannes Lions, the world’s biggest celebration of creative communications.”

Driving data collected by Honda engineers through the Internavi navigation system – which recorded changes in the accelerator position as well as engine and vehicle speed – were used to create a captivating sound and light installation that brought back to life the iconic drive from 24 years ago.

The Cannes Lions International Festival of Creativity is one of most prestigious awards programs of its kind, with internationally renowned juries evaluating innovative works submitted from around the world.

The 2015 Australian Grand Prix held in Melbourne will mark Honda’s much anticipated return to Formula One, where it will develop, manufacture and supply the power unit, including the engine and engine recovery system, to McLaren, one of the most successful teams in Formula One history.

More examples soon, Dr Mumbo fears.


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