Grand LIA   |   Winners   |   Finalists


Gold Winner

Entrant: Leo Burnett Sydney, Sydney


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.