| Title | SAMSUNG SMART BIKE |
| Brand | SAMSUNG ELECTRONICS ITALY |
| Product/Service | SAMSUNG CONSUMER ELECTRONICS |
| Category |
F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION |
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Entrant Company
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LEO BURNETT Milan, ITALY
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Advertising Agency
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LEO BURNETT Milan, ITALY
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Media Agency
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STARCOM MEDIAVEST GROUP Milan, ITALY
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Production Company
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MAGNOLIA Milan, ITALY
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Credits
| Mark Tutssel |
LEO BURNETT CO. CHICAGO USA |
Global Chief Creative Director |
| Francesco Bozza/Alessandro Antonini |
LEO BURNETT CO. MILAN ITALY |
Executive Creative Director |
| Christopher Jones/Cristiano Tonnarelli |
LEO BURNETT CO. MILAN ITALY |
Creative Directors |
| Paolo Boccardi |
LEO BURNETT CO. MILAN ITALY |
Digital Creative Director |
| Alice Jasmine Crippa |
LEO BURNETT CO. MILAN ITALY |
Copywriter |
| Gianluca Ignazzi/Andrea Muccioli/Gaia Barison |
LEO BURNETT CO. MILAN ITALY |
Art Directors |
| Andrea Castiglioni |
LEO BURNETT CO. MILAN ITALY |
Project Manager |
| Gaia Fusaro |
LEO BURNETT CO. MILAN ITALY |
Producer |
| Maria Teresa Genovese |
LEO BURNETT CO. MILAN ITALY |
Pr Coordinator |
| Niccolò Arletti |
LEO BURNETT CO. MILAN ITALY |
Managing Director |
| Elena Korzhenevich |
LEO BURNETT CO. MILAN ITALY |
Brand Leader |
| Luca Ruspini/Davide Nava |
LEO BURNETT CO. MILAN ITALY |
Account Supervisors |
| Federica Giacomotti |
LEO BURNETT CO. MILAN ITALY |
Account Manager |
| Gianluca Mori |
LEO BURNETT CO. MILAN ITALY |
Technical Director |
| Davide Agosta/Michele Rho |
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Film Directors |
Brief Explanation
The challenges were to reconnect two generations through technology and to present Samsung as the enabler of creation of new possibilities for both age groups: for the older ones giving them the possibility to transfer their handcrafting knowledge to young people and to preserve their profession; for the young people to have the chance of discovering new professions and to express their creativity. Samsung gave them the tools to bring together their different skills, preserving a great handcrafting heritage and innovating its working routine, even stimulating the production of valuable innovative design pieces.
The Brief
Samsung is a leading technology brand whose marketing approach has always focused on launching products and features. As a result people are clear on what the brand does, but not on its higher “human” mission. The brand needed to let people capture its human side: a brand that designs its technological products to “launch people”, to amplify people’s experiences and to accelerate their possibilities in real life. Samsung believes that technology becomes meaningful only when it’s in the hands of people. Samsung was looking for a newsworthy storytelling able to prove the high-level goals Samsung products can enable to achieve.
How the final design was conceived
We created Samsung Maestros Academy: the first digital conservatory where young talents can learn the secrets of “Made in Italy” masters through technology. In this environment many innovative design-pieces were created and the most impressive one was a new bicycle equipped with a responsive “safety environment” that detects ambient-conditions and protects the driver in real-time.
The legendary bike-frame builder, Maestro Pelizzoli together with our best student Alice, developed lesson after lesson a great concrete solution to manage the problem of bicycles being the most “unsafe” vehicles in Italy and, on top, young people refusing to use the appropriate safety-equipment.
Indication of how successful the outcome was in the market
Hundreds of influent blogs and magazines spontaneously amplified the success of a student and her Maestro creating a safe-bicycle able to protect the rider with its smart-components, automatically activated through a Samsung smartphone and an app. A concrete evidence of the power of two generations, connected through smart-devices. Our student Alice was asked to present her creation during the Milan Design Week event with the endorsement of EXPO2015 representative for Urban-Mobility, famous journalists and design community. Alice’s idea has been taken under consideration for applications according to EXPO scenarios, after being recognized as a big step-forward for urban-safety and sustainability.