Title | SAMSUNG SMARTSUIT |
Brand | SAMSUNG ELECTRONICS BENELUX |
Product/Service | SMARTPHONE |
Category |
E02. Innovative Use of Technology |
Entrant
|
CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Idea Creation
|
CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Media Placement
|
STARCOM Amsterdam, THE NETHERLANDS
|
PR
|
GLASNOST Amsterdam, THE NETHERLANDS
|
Production
|
CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Additional Company
|
SAMSUNG ELECTRONICS BENELUX Amsterdam, THE NETHERLANDS
|
Credits
Norman Groenewegen |
Cheil Amsterdam |
Creative |
Pepijn Spanjerberg |
Cheil Amsterdam |
Creative |
Thijs de Boer |
Cheil Amsterdam |
Executive Creative Director |
Mariska Kloezen |
Cheil Amsterdam |
Managing Director |
Janita Veenstra |
Cheil Amsterdam |
Account Director |
Matthijs van Schie |
Cheil Amsterdam |
Project Manager |
Mario Piepenbrink |
Mario Piepenbrink B.V. |
Technical Director |
Pirke Bergsma |
Pirke Productions |
Agency Producer |
Roen Roomberg |
Roen Roomberg |
Strategy |
Bob van de Gronde |
Eyeforce |
Director |
Egon Feiner |
Eyeforce |
Producer |
Aemilia van Lent |
Eyeforce |
Producer |
Noel Schoolderman |
Eyeforce |
Lighting cameraman/D.O.P. |
Arthur Neumeier |
Eyeforce |
Second cameraman |
Johannes de Jong |
Eyeforce |
Editor |
Charlie Feld |
Eyeforce |
Grading |
Milan Scholma |
Eyeforce |
Online editor |
Terry Devine King |
Terry Devine King |
Music |
Woodwork |
Woodwork |
Animation |
Jos Wabeke |
Brandspanking |
Post Production |
Tomas Kamphuis |
Freewheel Stories |
Editor |
Gerben van Walt Meijer |
Samsung Electronics Benelux |
Head of Marketing IMD |
Roos Bulder |
Samsung Electronics Benelux |
Manager Marketing Communication & Channel Marketing IMD |
Femke Koenen |
Samsung Electronics Benelux |
Marketing Communication Specialist |
Steffany Sprong - van der Hout |
Samsung Electronics Benelux |
Social Media Manager |
Starcom |
Starcom Nederland |
Media Agency |
Glasnost |
Glasnost |
PR Agency |
Describe the creative idea
For an innovative tech brand saying ‘do what you can’t’, we didn’t choose to just put a logo on a suit. We invented a whole new suit. A suit that enables skaters and coach to do what they can’t: measure in real time the skater’s height above the ice. This height is one of the most important things in skating, because the closer you are to the ice, the faster you’ll go. Until now, this has been judged on gut feeling.
We developed the Samsung SmartSuit, equipped with sensors to measure with millimetre accuracy. The suit is designed to send data to the coach’s device, allowing him to communicate adjustments immediately to the skaters.
After the press release, the whole world wanted to know all about this secret weapon. The ‘digital doping’ Samsung developed for the Netherlands in the race against the Korean medal contenders in PyeongChang.
Describe the execution
First, we needed to know how to create value for the skaters, as this was the key to our success. In March 2017, we met the national team coach and human movement scientist for the first time. As it turned out, the most important thing in skating is the position of the skater. So, we had to find a solution to measuring the distance from the athlete’s hip to the ice surface.
We used inertial measurements of the athlete’s lower limbs to create a skeletal model similar to those seen in motion capture. Yet there was one major difference: our system needed to provide real time metrics, even when the skaters hit 50 kilometres per hour.
We developed a proprietary mathematical system and created our own protocol of packaging the measured data which, with a redundant exchange of data, resulted in no loss in data capture and delivery. Even during periods of heavy physical or environmental interference. The tech suit also needed to fit like a regular suit and the data needed to be comprehensible at a glance for the coach. So if the skater’s posture requires correction, the coach can immediately touch a button on the Galaxy S8 to send a signal to the skater to adjust his position.
Eventually, we developed the Samsung SmartSuit equipped with 5 sensors that feed live body kinetic telemetry to the Galaxy S8 (data) and Galaxy Tab S3 (data/video/charts).
Once the first prototype was developed in August, the Olympians tested and trained with the suit in secret for months. Results: in no time half a billion people knew about Samsung being a real contributing tech sponsor for the short trackers.