Title	SAMSUNG SMART PLAYBOARD
Brand	SAMSUNG ELECTRONICS ITALIA
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	B03. Use of Other Digital Platforms
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

The objectives of the campaign was elevating Samsung brand to a powerful enhancer of people’s talent. Education emerged as a key area, as often remarked by the Italian National Institute of Statistics. The Italian educational system still provides the same teaching style to millions of children, exposing them to unnecessary failures and “flattening” their individual differences. 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.

Results and Effectiveness

Samsung Smart Play-Board is a game-changer for the world of education that has immediately triggered a great conversation on traditional and social media. The result was an increased brand-perception and consumer awareness among several target audiences, including young families and young adults. Macerata University has reviewed and endorsed the project, starting a beta-testing phase in Italian pre-schools. The project has been already presented to Howard Gardner – Hobbs Professor of Cognition and Education at Harvard – who judged it an innovative solution to support the creation of better teaching strategies, thanks to the unprecedented chance to collect valuable data through Samsung technology.

Creative Execution

Samsung is a leading technology brand that people usually associate 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. Samsung Smart Playboard is an innovative way to combine the capabilities of every Samsung smartphone, with a new hardware and software solution. A dedicated physical device collects data though an app about the children’s natural behaviors, helping teachers support every child's unique potential and turning individual learning-paths into a feasible best-practice in every Italian school.

Insights, Strategy and the Idea

Samsung Smart Play-Board projects activates at least 3 target audiences: children, who now can enjoy a new gaming experience that increases their self-awareness, parents who can discover more about their children’s predispositions, and teachers who can start better recognize and support every child, enabling powerful individual learning paths thanks to the data-gathering capabilities of technology. Our strategy was to showcase how the generation of Italian Digital Artisans, we are fostering with the 2015 Samsung Maestros Academy Master’s Degree initiative, is able to support children in expressing their unique potential, elevating Samsung brand to a visionary innovator for mankind’s sake.