Winners & Shortlists

SAMSUNG SMART BIKE

Short List
TitleSAMSUNG SMART BIKE
BrandSAMSUNG ELECTRONICS ITALY
Product/ServiceSAMSUNG CONSUMER ELECTRONICS
Category H02. BRANDED TECH (OFFLINE)
Entrant Company LEO BURNETT Milan, ITALY
Advertising Agency LEO BURNETT Milan, ITALY
Media Agency STARCOM MEDIAVEST GROUP Milan, ITALY
Production Company MAGNOLIA Milan, ITALY
Credits
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

Creative Execution

We used technology to reconnect two generations, fostering new Italian artisans. We discovered that bicycles are the most “unsafe” vehicles in Italy, with the highest mortality index, and that young people refuse to use safety-equipment, considering it uncomfortable to use. For this reason we published on Samsung Maestros Academy video-lessons featuring a legendary bike-frame builder, inviting young talents to live-interact with him. Among all the creative interactions, we supported the most innovative one, focused on safety, helping a student express her full potential. We provided the needed strategic and technological support, documenting all the process and spreading their success-story.

Samsung Smart Bike ended up on such an exciting conversation on blogs and social media that Discovery-Italia decided to feature the building process in one of the 12-episodes of the Maestros Academy TV-series. 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 “Bocconi”, “Cattolica”, IED and even NY Fashion Institute of Technology. The Maestros Academy’ student presented her creation during the Milan Design Week event with the endorsement of EXPO2015 representative for Urban Mobility, famous journalists and design community.

Samsung is a technology brand whose marketing approach has always focused on launching products and features. We looked for a way to communicate better Samsung DNA: a brand that designs its products to “launch people”, to amplify their life’s possibilities. We looked at the current situation in Italy: the disappearance of great handcrafting excellences despite their economical power and the dramatic unemployment of younger generations. Samsung Smart-Bike target are then young digital-skilled individuals who are looking for a successful life, and who can be motivated to innovate Italian heritage thanks to their technological skills. Our challenge was to use technology to make young people look at handcrafting with new eyes, reconnecting two generations and fostering a new generation of Italian artisans. Samsung took the chance to create a newsworthy design piece as well as a powerful digital conservatory, inspiring new generations and enhancing brand perception and brand reputation.