Samsung Electronics was recognized as the most creative marketer of 2016 by the Cannes LIONS International Festival of Creativity, the largest gathering of worldwide creative communications professionals and advertisers. The “Creative Marketer of the Year” award is awarded to companies that have made creative and meaningful strides in marketing.

Terry Savage, Chairman, Lions Festivals, said, “When you look at Samsung’s wins at Cannes Lions, even just last year, what strikes you is the diversity of Lions that they are taking home through their overarching commitment to creativity. They’re excelling across the board, including in areas such as healthcare communications, craft and branded content, as well as picking up a Titanium Lion.”

Samsung has steadily refined its marketing approach to a more consumer-centric strategy, which focuses on how its products and technologies can create meaning in the lives of consumers. For example, Samsung’ campaigns in 2015 include ‘Look at Me’ for autistic children, ‘Safety Truck’ for road safety, ‘Every Day is Day One’ for athletes, and ‘Center Stage’ for an enhanced consumer retail experience. To earn these prestigious honours, Samsung collaborated with world-class creative agencies including Cheil Worldwide, Leo Burnett and 72&Sunny.

“We believe that our innovations open opportunities for people to reach higher and dream bigger,” said Moonsoo Kim, Executive Vice President of Global Marketing Center at Samsung Electronics. “At Samsung, enriching people’s lives is at the center of everything we do, and our marketing reflects this philosophy.”

The 63rd International Festival of Creativity is where the world’s companies come together to challenge their creativity in advertising, publicity and marketing campaigns in many different categories. Hosted annually in Cannes, France, this year’s events will be held from June 18 to 25, 2016, and will be attended by more than 15,000 delegates from over 95 countries.

Samsung Electronics has won eight prizes – two golds, four silvers, and two bronzes – at the Clio Awards, one of the three major international advertising events, alongside the Cannes Lions and New York Festivals.

Samsung’s Safety Truck was first implemented as a solution to prevent car accidents in Argentina. It later achieved two gold Clios in the Digital and Out of Home categories, and three silver Clios in the Direct, Engagement/Experiential, and Innovative categories. Earlier in June, Safety Truck was also awarded one Titanium, three gold and three silver at the Cannes Lions.

Argentina is a country where the traffic-related accident rate is among the highest in the world, mainly because most highways have just two lanes. By addressing this issue, Safety Truck provided four digital signage panels on the back doors of the trailer to show what is in front of the truck, so that faster vehicles can overtake safely.

Look At Me, a training program for children with autism, consists of a mobile application and app-related activity programs that help autistic children make eye contact and communicate better. Look At Me has won one silver and two bronze prizes in the Digital, Direct, and Engagement/Experiential categories.

“Our brand motto is to place the top priority on the value of consumers’ lives, and that ethos was recognized at the Clio Awards, following the achievements in Cannes,” said Dr. WP Hong, President and Chief Marketing Officer of Samsung Electronics. “Samsung will continue to deliver innovative campaigns that will make a genuine difference in consumers’ lives.”

This year marks the 56th anniversary of the Clio Awards. The annual award program assesses the creative excellence of the world’s leading companies’ brand campaigns across various categories including Digital, Out of Home, Content and Contract and Engagement/Experiential.

In 2014, Samsung had set a record of picking up five silvers and five bronzes for its seven brand campaigns including Power Sleep and S-Drive. Power Sleep is an app that turns smartphones all over the world into a network computer, and app users can donate the computing power of their smartphones for scientific research of diseases such as cancer and Alzheimer. The S-Drive program is an initiative to create the next generation of safe drivers by preventing smartphones from being a distraction on the road and turning them into safe driving tools that reward young people for driving safely.

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.