Title	SAMSUNG SMART WINDSHIELD
Brand	SAMSUNG ELECTRONICS ITALIA SPA
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	A02. Creative Innovation
Entrant	LEO BURNETT ITALY Milan, ITALY
Idea Creation	LEO BURNETT ITALY Milan, ITALY
Production	DEA PRODUCTION Milan, ITALY

Name	Company	Position
Francesco Bozza /Alessandro Antonini	Leo Burnett Company Srl	Executive Creative Directors
Christopher Jones	Leo Burnett Company Srl	Creative Director
Giovanni Salvaggio	Leo Burnett Company Srl	Associate Creative Director
Andrea Marzagalli	Leo Burnett Company Srl	Associate Creative Director
Giuseppe Pavone / Luca Ghilino / Nicoletta Zanterino / Marco Viganò / Alice Crippa	Leo Burnett Company Srl	Creative Team
Andrea Castiglioni	Leo Burnett Company Srl	Senior Project Manager
Raffaella Ramondetti / Lia Paganini	Leo Burnett Company Srl	Social Media & Content Managers
Maria Luisa Crisponi	Leo Burnett Company Srl	Agency Producer
Davide Agosta	DEA Production	Director
Paolo Agosta	DEA Production	Music Artist

The Campaign

We paired Edo Mossi, a rally and motorcross rider, and Matteo Bruno, a YouTube Star, on Samsung’s Mixed Talents platform to partner with Italian millennials and present solutions that affect their local communities with the help of Samsung technology. The astonishingly high motor scooter accident rate among millennials in Italy is directly linked to smartphone usage. We knew riders practicing this dangerous habit were highly unlikely to change with scare tactics, so we created a safe way for them to stay connected to their smartphone through a world first use of the motor scooter windshield as a second screen. By repurposing the windshield as a second screen that displays limited alerts to riders, we were able to allow millennials to remain connected to their world while driving safely on the road.

Creative Execution

Samsung Smart Windshield is the first technological windshield that connects to your smartphone through a wifi connection and an app so you can keep both hands on the handlebars. The special windshield works as a second screen that displays the GPS navigator in an easy to read mode. It notifies the rider of callers, and sends an automatic sms reply that the driver is on the road. It also gives basic notifications of other apps, allowing the rider to decide if they should pull over to respond. With the Smart Windshield, the smartphone remains in the rider’s pocket, and their hands remain on the handlebars.

10 windshields were created for the official launch event held in March at the Samsung Smart Arena in Milan. We allowed everyone to see, touch, and try the windshields at this event. People are able to book a test drive at the Samsung District in Milan to experience the Smart Windshield for themselves. Through a partnership with Yamaha, we are currently working on a broader, second release. Although this was a solution to a problem specific to Italy, it is an innovation that has the ability to save lives world-wide.

The Samsung Smart Windshield is an innovative solution to a massive road safety issue in Italy. It is the first technological windshield that connects to your smartphone through a wifi connection and an app so you can keep both hands on the handlebars. This is not just a development in technology, but a development in saving lives.