Title	SAMSUNG SMART PLAYBOARD
Brand	SAMSUNG ELECTRONICS ITALIA
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	H02. Branded Tech off-line (incl. Digital Installation/Exhibit)
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

Creative Execution

Samsung Smart Play-Board is the first 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 valuable information to educators and parents via smartphone. The two parts work in unison to assess which intelligences the child is expressing the most, providing tailor-made suggestions thanks to a crowd-generated database of educational-activities. An Open Research Platform enabled by a digital mobile platform, allowing teachers, families, and researchers to combine their efforts, under the scientific coordination of the Department of Humanities of Macerata University.

Macerata University – a leading worldwide center for Multiple-Intelligence studies – has reviewed and endorsed the project, starting a beta-testing phase in Italian pre-schools and a co-generation process with professors and students from the Department of Humanities, taking Samsung Smart Play-Board to the next level. This operation has already become a powerful way to associate the Samsung brand to the purpose of “developing the full potential of every child” - as the media coverage on major Italian media is demostrating - qualifying technology as the practical enabler of a world-wide research for mankind’s sake, positively impacting on brand perception and brand preference.

The Italian educational system provides the same teaching-style to millions of children, exposing them to unnecessary failures. Private schools, instead, encourage ‘Multiple-intelligence’ thanks to customized learning-paths. A similar approach requires the possibility to support every child individually, rather than match him against a standardized, crowded environment (avg. Italian class has 25-28 kids). Along with a young Digital Artisan – attending Samsung Maestros Academy Master’s Degree Course – we have created Samsung Smart Play-Board, the first smart-tool for recognizing and developing all children’s intelligences, by tracking children’s actions and sending valuable information to educators and parents via smartphone. For a 3-6 years child it’s a game to play with, for educators and parents it’s a powerful tool for discovering children’s predispositions and supporting them as best as possible. An objective crucially relevant for any brand, especially for Samsung one, which brand mission is “launching the potential of every human being through technology”