Title	SAMSUNG SMART PLAYBOARD
Brand	SAMSUNG ELECTRONICS ITALIA
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	C04. Installation (Sculptural/ Spatial) & Environment
Entrant Company	LEO BURNETT ITALY Milan, ITALY
Advertising Agency	LEO BURNETT ITALY Milan, ITALY
Production Company	DEA PRODUCTION Milan, ITALY
Production Company 2	BLOOMPIX Milan, ITALY

Name	Company	Position
Francesco Bozza	Leo Burnett Co. Milan Italy	Executive Creative Director
Alessandro Antonini	Leo Burnett Co. Milan Italy	Executive Creative Director
Christopher Jones	Leo Burnett Co. Milan Italy	Creative Director
Alice Jasmine Crippa	Leo Burnett Co. Milan Italy	Copywriter
Andrea Muccioli	Leo Burnett Co. Milan Italy	Art Director
Nicoletta Zanterino	Leo Burnett Co. Milan Italy	Creative Team
Alessandro Polia	Leo Burnett Co. Milan Italy	Creative Team
Raffaella Ramondetti	Leo Burnett Co. Milan Italy	Social Media/Content Manager
Andrea Castiglioni	Leo Burnett Co. Milan Italy	Project Manager
Niccolò Arletti	Leo Burnett Co. Milan Italy	Managing Director
Viktoria Ovtcharenko	Leo Burnett Co. Milan Italy	Account Director
Federica Giacomotti	Leo Burnett Co. Milan Italy	Account Manager
Davide Enrico Agosta	Leo Burnett Co. Milan Italy	Director
Maria Luisa Crisponi	Leo Burnett Co. Milan Italy	Agency Producer
Paola Nicolini	University Of Macerata	Associate Professor Of Development And Educational Psychology
Giuseppe Bilancioni	La Giocomotiva Milano	Pedagogist
Pietro Rigamonti	Ied Milano	Digital Artisan

Brief Explanation

Samsung is a leading technology brand more frequently associated to specific products and features rather than core human values. Our objective was to create awareness on Samsung brand-essence: a company that designs its products to amplify people's life possibilities. The Italian educational system, despite the strong creative Italian tradition, still provides the same teaching style for millions of children, exposing them to unnecessary failures and 'flattening' their individual differences. This created the chance to strengthen Samsung image among the target audience, turning the brand into the enabler of an innovative solution with a great positive impact on future generations.

The Brief

The client's brief pointed out the need of elevating Samsung to a powerful enhancer of people's talent, engaging young people and young families, two important Italian target-audiences. Our objective was to create awareness on Samsung brand-essence and to re-ignite the curiosity on Samsung Maestros Academy, the training platform we launched in 2014. Our strategy was to provide know-how, inspirations and tools to the new generation of Italian Digital Artisans that we are fostering through our Samsung Maestros Academy Master's Degree initiative, enabling them to develop innovation-projects with a great PR-value and positive influence on brand-awareness, brand-perception and brand-preference.

How the final design was conceived

We investigated which possible projects could have the best impact on people's life thanks to technology. Education emerged as a key area, as often remarked by the Italian National Institute of Statistics. Macerata University emerged as a centre of excellence for Learning Sciences. We completed our documentation-phase by investigating worldwide examples of game-boards for children, asking to many educators which tools may have helped in developing and managing individual learning paths. We focused on 3-6 years olds, in order to maximize the relevance and the impact of an early recognition and development of the unique potential of every child.

Indication of how successful the outcome was in the market

Samsung Smart Play-Board is a smart-device to provide insights about a child's own potential, thanks to a modular wooden-interface that children can play with, and a technological heart that tracks children's actions and sends information to educators and parents via smartphone. The two parts work to assess which intelligences the child is expressing the most, providing useful suggestions to develop the child's weakest intelligences through the strongest ones, thanks to an open-database of educational-activities. For Samsung it's a powerful way to substantiate the purpose of 'developing the full potential of every child', qualifying technology as a supporter of people's talent. The sooner Italian schools get the chance to adopt Samsung Smart Play-Boards, the sooner will they hit the target of providing the best possible learning-path to every child, by leveraging their own unique potential. Children will also benefit from a reduced number of unnecessary failures, a cornerstone in developing a strong self-esteem. The design of the wooden-interface and the scientific value of the gaming-experience were highly positively evaluated by the scientific endorsers of the project, who pointed out the huge potential of an Open Research Community able to improve and customize the physical interface, developing always new individual learning-paths.