Dentsu Tokyo’s Sound of Honda/Ayrton Senna wins Gold + Silver Lion in Cannes Promo & Activation: Silver to Ogilvy & Mather Thailand, Bronze to Hakuhodo Tokyo + Ogilvy Beijing

Dentsu Tokyo wins Gold Lion and Silver Lion  in the Promo & Activation category for ‘Sound of Honda/Ayrton Senna 1989’ for Honda Motor Company’s Internavi. Twenty years after Senna died Dentsu and Honda brought back the raw engine sounds of the race car without the car physically being on the track. LED light fixtures and thousands of speakers were used to recreate the lap.

A Silver Lion also was awarded to Ogilvy & Mather Bangkok for ‘Return of the Ashes’ for HHK Intertrade (pictured left).

Bronze Lions went to Hakuhodo Japan for ‘The Photogenic Beer’ for Kirin Ichiban and Ogilvy Beijing for ‘Making Clothing Donation Instantly Rewarding’ for the China Foundation for Poverty Alleviation.

The Promo & Activation category which received 3241 entries, saw the jury shortlist 300 entries and go on to award 94 pieces of work. adam&eveDDB were presented with the Grand Prix on stage for their entry for Harvey Nichols, ‘Sorry I Spent it on Myself’. In total 20 gold, 29 silver and 44 bronze trophies were given across the category..

DOWNLOAD THE LIST OF WINNERS: Promo & Activation Winners – Cannes Lions 2014.xlsx