Jumping behind the wheel in Argentina can sometimes be a dangerous experience. Because the country is striped with narrow two-lane roads, cars often pull into oncoming traffic hoping to overtake slower-moving trucks. This risky maneuver contributes to a shocking statistic: In Argentina, traffic accidents kill one person every hour.
Faced with this alarming reality, Samsung and its agency Leo Burnett Argentina set out on a bold mission to curtail the number of traffic-related deaths caused on those dangerous roads. Fusing Samsung’s technology with Leo Burnett’s creative prowess, the duo landed on Samsung trucks as the perfect vehicle, so to speak, for a campaign that had the potential to save lives as it showcased cutting-edge technology.
The resulting idea, heralded at the Cannes Lions as one of the world’s top creative efforts, has now also received the Gravity Award, the top honor in Adweek’s Project Isaac Awards honoring creative invention.