Senna sweeps the board at Spikes 2014
This year’s Spikes saw a raft of high quality work being aptly rewarded in Asia. Dentsu Japan’s Sound of Senna campaign for Honda swept the board, winning the Grand Prix in Digital, Film, Outdoor and Promo & Activation. Hardly surprising when you consider its past performance at Adfest and Cannes earlier in the year.
The app taps into a smartphone's GPS and accelerometer to determine how fast the owner is moving. As you speed up, the app revs up, playing the sounds of one of Honda's signature cars in time with your movement. To promote it, Honda used historic data to recreate a world record lap by legendary driver Ayrton Senna in a special light and sound exhibition.
There was a real sense that the winners weren’t just using tech for tech’s sake: the campiagns had a strong purpose that clearly linked back to the brand. In the newly added Innovation category, Australian telco Optus won a Grand Prix for its Clever Buoy: a smart ocean buoy which uses sonar technology to detect sharks by measuring the creatures' unique sonar signatures. When a shark is detected, the buoy activates a warning signal to lifeguards on the nearby beach. The danger alerts are sent to lifeguards' mobile devices using the Optus satellite network and social media platform Google+.
Similarly, Oil brand Castro and the Bangalore Traffic Police picked up some metal for their smart motorcycle helmet which acts as the key to the motorcycle: if the rider didn’t wear it, the bike wouldn’t start.
We were also touched by lighting brand Halonix’s campaign, which used billboards to light up Indian streets to help keep women safe at night.
Other winners on the night included Tourism Victoria for the Melbourne Remote Control Tourist, and Volkswagen’s Eyes on the Road, which shocked easily distracted film fans into keeping off their phones while driving.
It was great to see brands unafraid of taking risks and enjoying the payoff for their businesses, such as Dole’s wacky banana trophies for the Tokyo marathon and a campaign for Domino’s Pizza Japan that boldly tampered with the brand name itself.
Read a full list of winners here.