In Italy, using smartphones while driving contributes to 25 percent of accidents among young motorists. Samsung and Leo Burnett Italy tackled motorcycle safety by creating the Samsung "Smart Windshield.”
Part of the global “Launching People, Mixed Talents” campaign, Smart Windshield allows motorcyclists to connect their smartphones to their vehicle providing a windshield displays including GPS navigator, text messages, emails and voice calls. They can choose to stop and answer, or send an automated “I’m driving” message reply.
Samsung partnered with Edo Mossi, a rally and motor-cross rider, and Matteo Bruno aka Cane Secco, a YouTube star, to develop Smart Windshield. Yamaha provided the Tricity 125 scooter to be fitted with the device.
Creative Credits:
Ad Agency: Leo Burnett Italy
Executive Creative Directors: Francesco Bozza, Alessandro Antonini
Creative Director: Christopher Jones
Associative Creative Director/copywriter: Giovanni Salvaggio
Associative Creative Director /art: Andrea Marzagalli
Creative team: Giuseppe Pavone, Luca Ghilino, Nicoletta Zanterino, Marco Viganò, Alice Crippa
Brand leader: Bruno Borsetto
Account supervisor: Carlotta Piccaluga
Account manager: Federica Giacomotti
Senior project manager: Andrea Castiglioni
Social media & content manager: Raffaella Ramondetti
Global Strategic Planner: Enrico Buongrazio
Producer: Maria Luisa Crisponi
Director: Davide Agosta