Samsung Safety Truck

Samsung Argentina’s road safety project, “Samsung Safety Truck”, has won the Billboard Grand Prix at the London International Awards. Developed in partnership with software company Ingematica, trailer company Helvetica, Leo Burnett and Volvo Trucks, the Samsung Safety Truck project is an experiment in transmitting live footage from two cameras in the front to four screens on the rear of the truck. Drivers behind the truck are able to see what’s coming and plan safe overtaking on two-way roads. Drivers are also able to anticipate the braking of the truck in response to traffic hazards ahead.

Samsung Safety Truck

The Samsung Safety Truck technology was inspired by the high incidence of traffic accidents in Argentina, where almost one person dies in a traffic accident every hour. Almost 80% of fatalities happen on roads and the majority involve attempts to overtake on one-way roads, according to Samsung’s estimates.

Samsung led the prototype development by providing large format display samples, and conducted a test with a local B2B client. Currently, the prototype truck built is no longer operational. So far Samsung has been able to confirm that the technology works and that this idea can save lives. Samsung is now working safe driving NGOs and the Argentina government to run tests in order to comply with the existing national protocols and obtain the necessary permits and approvals.

The Samsung Safety Truck project was launched in time for special attention at Cannes International Festival in June 2015, picking up a Titanium & Integrated Lion, a Gold Cyber Lion for Spatial Technology, Gold Promo & Activation Lion for use of ambient in a promotional campaign, and a Gold Outdoor Lion for Ambient/Transit, Silver Cyber Lion for Innovative use of technology, Silver Promo and Activation Lions for use of new technology in a promotional campaign and public health and safety and public awareness messages.


The Samsung Safety Truck campaign was developed at Leo Burnett Argentina, Buenos Aires, by global chief creative officer Mark Tutssel, executive creative directors Carmelo Maselli and Luis Sanchez Zinny, creative director Chany D’Amelio, head of production Federico Puricelli, agency account director Veronica Matile and account executive Pia Oliva working with Samsung marketing director Thierry Montange.

Filming was shot by director Martin Piñeiro via Gloria Films, Buenos Aires, with executive producer Fabián Zayat, producers Sebastian Garcia Suarez and Veronica Bordon, director of photography Bill Nieto. Music was produced by Noroeste, Buenos Aires.

The Samsung Safety Truck was designed and developed at Ingematica S.A., Buenos Aires, by industrial designer Federico Alvarez. Graphics were produced at ADGrafica, Buenos Aires.