Samsung Electronics Argentina unveiled to the public the first Samsung Safety Truck, a technology for trucks which seeks to prevent road accidents inovertaking situations on roads.

Thanks to the partnership between Samsung Electronics Argentina and its partners Leo Burnett Argentina, advertising agency with global reach, Ingemática, Argentine business dedicated to creating tech solutions, Helvetica SA, a national company dedicated to trailer engineering and construction, and Volvo Trucks Argentina, one of the leading truck manufacturers worldwide, the first Samsung Safety Truck was finally able to be developed and brought to reality.

Samsung aims to improve people’s lives by developing technologies that enable them to interact with products in new and exciting ways. The Samsung Safety Truck is a clear example of this constant innovation. The development of the project from its inception was conducted entirely in Argentina and drew attention from around the world. In Cannes Lions 2015, world’s most prestigious advertising festival, Samsung Safety Truck was awarded with a Titanium Lion, along with three gold and another three silver awards. Samsung also won in the Clio awards, with two gold Clios in digital and out of home categories, as well as three silver Clios in the Direct, Engagement / Experience and Innovation categories. It was also selected as one of the ‘25 best inventions of 2015’ by Time magazine.

Samsung Safety Truck leverages two built-in front cameras and a specially-designed Ingematica transportation software platform to capture and transmit a picture of the road ahead, enabling trailing vehicles to evaluate more accurately passing potential and make more informed driving decisions. Each picture is made available to nearby drivers through a high-quality display composed of four Samsung OH46D video walls. Designed to be dustproof and waterproof, the OHD Series video walls are IP56 certified for superior performance against even the most challenging environmental conditions, ensuring a clear picture regardless of the road or weather.

“Samsung is always looking for opportunities to apply technology in innovative ways to improve people’s lives. Leveraging our experience as the world leader in display technology, along with Leo Burnett, we came up with the idea of the Samsung Safety Truck, an invention that we believe will change the history of road safety,” said Sang Jik Lee, President of Samsung Electronics Argentina.

“In Leo Burnett Argentina we always try to think of ideas that are able to positively impact the lives of people. With the Samsung Safety Truck, we have taken a step further. Not only can it improve our lives, but it can also save them,” said Fernando Bellotti, President of Leo Burnett Argentina and Regional Creative Director for Latin America.

“Since the beginning of this project, Ingemática was involved in developing this innovative idea, seeking to give life to what at first seemed impossible and is now a reality. We are convinced that it will help save lives on the roads of our country and as an Argentine company, we are proud to have been able to develop a global solution locally,” said Alejandro Muther, President of Ingemática.

“Helvética has over 110 years of history in the Argentine market. Throughout our history, we have always been pioneers in bringing innovation efficiency in the cargo transportation industry. Upon learning of this idea, we immediately contributed both the trailer and the know-how of our engineering team to achieve the adaptations the equipment required for the incorporation of this new technology,” said Raul Corna, President of Helvetica SA.

“Safety is a basic principle in any project of Volvo Trucks and it’s what keeps the group active in their effort to develop innovative technologies that completely eliminate the risk of accidents. Under this premise, Volvo Trucks Argentina wanted to participate in the Samsung Safety Truck project to further promote reflections on a more secure future for both the truck driver and everyone else,“ mentionedValere Lourme Manager of Marketing and Communications at Volvo Trucks.

The official launch was sponsored by Garbarino, one of the most important retail companies in Argentina, as well as Visuar and Mirgor, both Argentine companies dedicated to the production and commercialization of electronic products, with factories in different parts of the country. The official launch took place in the iconic racing circuit “Roberto José Mouras” and was attended by domestic and international media as well as distinguished business leaders. During the course of the event, attendees could enjoy the materialization of this new technology through product demonstrations and demo drives.

The Samsung Safety Truck will be running for a year.

Product Specs:

Samsung OH46D display

Volvo Truck FH

• 13 litres Engine / 6 cylinder
• Torc and power in the range of economy
• Automated I-Shift Box
• Engine brake VEB 510 hp
• Globetrotter cab
• Sun roof + emergency exit
• Complete security package
• Connectivity + fleet management system
• Blind Spot Control System (LCS)
• Assistance to Stay in Lane (LKS)
• Driver Alert Support (DAS)
• ACC (Auto Pilot. Intelligent) + Emergency braking
• Cab Designed as survival Module
• FUPS: Front anti intrusion system
• Airbag
• integrated seat belts
• Unparalleled Visibility
• ABS, EBS, ESP, VEB Brakes
• LED rear lights with Emergency Brake Warning

The consumer electronics company made its mark with its Launching People campaign, which at this year’s International Advertising Festival in Cannes won a total of seven awards, driving Samsung’s brand philosophy of accelerating discoveries and possibilities through digital technology. The Launching People campaign is a catalyst to help people realize their dreams; it engages consumers by encouraging them to share their dreams and ideas with Samsung.

Look At Me, a smartphone app that helps children with autism, received a total of five awards, including the Gold award in the Cyber category. The team behind the app has also previously won other top awards, including those at The One Show and the New York Festivals.

Other award-winning campaigns at the Cannes Lions 2015 award include Safety Truck, a design concept to prevent traffic accidents, won seven awards including the Titanium Lion in the Titanium and Integrated category which recognizes breakthrough ideas that lead the industry in a new direction. Back Up Memory, an app designed to help early stage Alzheimer’s patients received three awards, including a Gold award in the Lions Health/Health & Wellness category. Hearing Hands, a sign language service for the hearing impaired won two Bronze awards in the Promo & Activation and PR categories.

“Our success is the result of Samsung’s endeavor to engage consumers around the world, to understand and help themmeet their needs – true to our corporate philosophy of wanting to enrich consumers’ lives through digital innovation,” said Won-Pyo Hong, the President and the Chief Marketing Officer, Samsung Electronics. “Samsung is a brand that contributes to enhancing consumers’ lives, and the Launching People campaign will help us do that with the help of our innovative products and services.”

This year marks the 62nd anniversary of The Cannes Lions International Festival of Creativity, with companies from more than 90 countries exhibiting more than 40,000 works across 20 categories, ranging from TV ads to press, outdoor and online public relations and marketing.

Read more:

Cannes Lions 2015: Cannes Falls in Love with Samsung Electronics

Samsung Electronics has earned several prestigious honors at the Cannes Lions International festival of creativity 2015 which takes place from June 21 to 27. Cannes Lions is one of the world’s biggest annual awards show and festival for professionals in the creative communications industry. Last year, Samsung garnered 16 awards at this award.

For this year, among the most honored has been Safety Truck, a project to improve road safety in Argentina. It nabbed six awards so far, including Gold awards for Spatial Technology in the Cyber category, Use of Ambient in a Promotional Campaign: Large Scale in the Promo & Activation category and Ambient – Transit in the Outdoor category. It allows drivers to have a better view when deciding whether it is safe to overtake by installing large displays on the back of semi-trailer trucks which show drivers what’s happening up ahead.

Look at Me, a campaign for an app that helps children with autism to improve their ability to make eye contact has taken home five awards thus far, including Gold for the best Web Campaign in the Cyber category.

Check out the videos for Safety Truck and Look at Me:

https://www.youtube.com/watch?v=99TL3hGPw5I

In addition, Back Up Memory, an app for Alzheimer sufferers, took gold, silver and bronze awards; Hearing Hands, a campaign for a video call center in Turkey that helps the hearing impaired won three bronze awards; and Samsung SlideLiner, a campaign for Samsung Smart TV which saw a moving sofa installed along the sideline of an Australian rugby match, took two bronze awards.

Smart Playboard, Center Stage, Samsung Holiday Dreams, Every Day is Day One and Is This the Next are also on the winners’ list.

* Updated on June 28th.