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"Sound of Honda / Ayrton Senna 1989" wins most awards at the Global D&AD Awards
The international advertising awards ceremony for the D&AD Awards was held in London, UK, on May 22. From 680 entries across 43 countries and regions, seven works, including Dentsu Inc.'s "Sound of Honda / Ayrton Senna 1989" (Honda Motor Co., Ltd.), received the top honor, the Black Pencil.
The Black Pencil is selected from among the Yellow Pencils, awarded to outstanding creative works, recognizing those deemed to have reached an innovative standard in their field. This year's seven winners mark the highest number ever. The D&AD Awards are also known for their rigorous judging, with some years seeing no Black Pencil winners. This year, two works awarded the White Pencil, given for their power to solve global social issues, also won Black Pencils, drawing attention as a symbol of the times.
"Sound of Honda / Ayrton Senna 1989" is a project that recreated the trajectory of the world's fastest lap (at the time) set by the late legendary driver Ayrton Senna during qualifying for the 1989 F1 Japanese Grand Prix, using engine sounds and LED lights installed along the course. This fantastical and grand installation, recreating the sound and light from the driving data, fused technology and creativity at a high level. It won the Black Pencil in the Crafts for Advertising category plus one Yellow Pencil in another category, making it this year's top winner. Dentsu Inc. was also honored as "Digital Agency of the Year."
D&AD Official Site: http://bit.ly/TQNRyG
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