The Safety Truck
Samsung2015
The Safety Truck is a 2015 product prototype (truck-mounted video wall) for Samsung, created by Leo Burnett, Buenos Aires.
Why it works
A truck you can see through. Argentina has one of the world's worst road-accident records, and most crashes happen on two-lane roads, particularly when drivers try to overtake. Leo Burnett Argentina and Samsung fitted a lorry with a wireless camera on its front and a video wall of four outdoor screens on its back, so drivers stuck behind it could see the road ahead and judge whether it was safe to pass. Samsung built a prototype and tested it with a local business client, then in 2016 unveiled a new Safety Truck with partners including Volvo Trucks Argentina. At Cannes 2015 the idea won a Titanium Lion and three Gold Lions, along with the first Cyber Lion ever awarded to Argentina. It is studied as product-as-advertising — an electronics brand showing what its screens are for by solving a public problem — and as a lesson in caution: by June 2015, Samsung's own newsroom said the original prototype was no longer operational.
Techniques
- Purpose and cause Tackles dangerous overtaking on two-lane roads by letting drivers stuck behind a lorry see the road ahead before they pass.
- Demonstration Shows what the brand's outdoor screens are for by mounting them on a truck's back as a live view through it.
Sources · 3
Updated
