Title	SAMSUNG SMART BIKE
Brand	SAMSUNG ELECTRONICS ITALY
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	A01. Innovation
Entrant Company	LEO BURNETT Milan, ITALY
Advertising Agency	LEO BURNETT Milan, ITALY
Media Agency	STARCOM MEDIAVEST GROUP Milan, ITALY
Production Company	MAGNOLIA Milan, ITALY

Name	Company	Position
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		Film Directors

The Brief

To bring to life the Samsung strategic role of “enabler” in people’s life, we looked at the current social situation in Italy: the disappearance of great handcrafting excellences which once brought Italy to greatness. Our idea aims to reconnect two generations, giving new fuel to “Made in Italy” by fostering a new generation of Italian artisans. We created Samsung Maestros Academy, the first digital platform where young talents can learn the secrets of world-famous artisans through technology, even innovating them. After few months of lessons, a student together with her Maestro started to think about a new concept of safety-bike. After a technological and strategic support, they developed Samsung Smart-Bike, the first safe-bicycle that protects the rider with its built-in smart-components, automatically activated through a Samsung smartphone and a dedicated app. The first responsive “safety-environment” that detects ambient-conditions and protects the driver in real-time. The Smart-Bike itself was designed through Samsung smart-devices such as tablets and smartphones through a co-creation online process that still preserved the typical artisanal process. Samsung supported this two generations through the optimization of mobile technology. Smart-bike technology is at beta stage of development, in order to be ready for a public release.

Samsung Smart Bike aims to solve two main problems: bicycles being the most “unsafe” vehicles in Italy with the highest mortality index and, on top, young people refusing to use the appropriate safety-equipment, considering it uncomfortable to use. Smart-Bike integrates within its comfortable minimalistic bicycle-frame several smart-components (battery, Wi-Fi, Bluetooth, Arduino, 4 laser-projectors, digital-camera) controlling them through a Samsung smartphone. Nobody has ever generated a responsive “safety-environment” for bicycles able to detect ambient-conditions and protects the driver in real-time. Laser beams, for example, automatically switch-on or off thanks to the brightness sensors of the paired smartphone, projecting a bike-lane whenever it’s useful. It makes drivers mind the safety-distance and let cyclists be visible even around blind-corners, preceding them with light-traces. The curvy aluminum frame itself is able to neutralize dangerous vibration to the body, providing an extra-comfort even on the typical discontinuous pavements of big cities. The mobile app provides further safety-features, such as the real-time video-stream on smartphone-screen (rear-view camera) or the social-powered features. A GPS-system, for example, tracks people’s routes and lets local authorities know which paths should be urgently turned into real bike-lanes. This tracking hardware has the power to provide a massive data-gathering, enabling the dynamic-mapping of street-hazards just thanks to users’ passive usage and to the physical sensors provided by the paired smartphone. Advertising skills helped the team to keep focused on newsworthy ideas and to turn the whole project into a story. Smart-Bike has been taken under consideration for further development according to EXPO2015 scenarios, providing possibly an Alarm-system detecting potential accidents and alerting local authorities for immediate assistance. Samsung decided to spend a part of its media budget in order to support this idea, allowing Maestro Pelizzoli and Maestros Academy’s best student to motivate many more young talents to innovate ancient crafts.

Samsung Smart Bike ended up on such an exciting conversation on blogs, newspapers and social media that Discovery-Italia decided to feature the whole building process in one of the 12-episodes of the Maestros Academy TV-series, generating even more buzz. With more than 6 million TV-viewers, 7 million FB and Twitter users reached and 60 million media-impressions -in Italy alone- Smart-bike initiative became a big topic even in major universities, including “Università commerciale Luigi Bocconi”, “Università Cattolica del Sacro Cuore” in Milan, IED, “Università degli studi di Roma Tor-Vergata” and even by Fashion Institute of Technology in New York. The Maestros Academy’ student 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. Her 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. On top, it inspired many young talents to change their mind about handcrafting, starting to find ways to innovate Italian heritage. An outstanding example of the power of two generations working together, mixing up world-class artisanal techniques and innovative smart-environment.