The NEW
Gold Winner
Samsung
"S-Drive"

Corporate Name of Client: Samsung
Agency: Leo Burnett Sydney, Sydney
Global Chief Creative Officer: Mark Tutssel
Chief Creative Officer: Andy DiLallo
Creative Directors: Grant McAloon/Kieran Ots/Vince Lagana
Copywriters: Iggy Rodriguez/Jonno Seidler
Art Directors: Brad Grey/Justin Carew/Zaid Al-Asady/Jim Walsh/
Cameron Harris
Executive Agency Producer: Adrian Gunadi
Designers: Alex Schieder/Bruno Nakano/Jason Young/
John-Henry Pajak
Flash Developers: Daniel Terrier/Keong Seet/Mitchell Trent/
Rhys Davis/Sinisa Poznic
Description of the Project:
Despite years of government scare tactics, inexperience, speed and the ever-increasing distraction of smartphones means that 1 in 3 young Australian drivers crash within their first year of driving and 2 die on our roads every week. It was time to reach out to them in a different way. Samsung saw that it could actually use its smartphones to begin a new dialogue around road safety and, in the process, turn one of the biggest distractions on the road into a life saving tool. And so S-Drive was born – a program that encourages and rewards safe driving. At its heart is an app that monitors driving behaviour, giving out points for every safe kilometre travelled - points that can be redeemed for rewards. A social component also incentivised people to create Drive Teams with friends who could then win team-only rewards. S-Drive encouraged youths to actively change their driving for the better.