An idea we pitched to Samsung that answered a global brief put out to every Leo Burnett office around the world. That brief was to create an 'act' something more than advertising that answered their positioning line of "progress of people', and it had to be an award winner.

Taking the horrific stats around driving and mobile phone use in Australia, we had our purpose.

We chose Newcastle to launch our campaign as the city had a higher than average road-toll amongst our target demo. The entire agency worked on this one, from creating a bespoke phone App to installing crashed cars with messages around Uni Of Newcastle to executing a fully integrated campaign that could help save lives.

SOCIAL CONTENT
We enlisted a Newcastle local influencer. Rob Bukey (who we basically stalked on FB) to be our S0-Drive Ambassador - his kick-ass rap about Newie sold us!

We hired him to be our S-Drive ambassador on the ground, and in the car around the city of Newcastle throughout the campaign utilising his social network to help us keep his Newie hood a little safer. Shot over 2 days in Newie "Come and Ride with me (Newie C) was a blast and he released it on his YouTube channel reaching over 5,000 views over the course of the campaign.

FINALLY...After taking our small kernel of an idea to the world, credit go to almost every person at Leo's as we all chipped in knowing the bigness of this idea (not to mention the metal that would flow) but mainly..

Here's a list of the success we shared.

CANNES | 1XSILVER, 2xBRONZE, 5xSHORTLIST, KINSALE SHARKS | 1XGOLD, 1XSILVER, CLIO | 2xBRONZE | 1XSHORTLIST, SPIKES | 5xSlLVER \ 2xBRONZE \ 9XSHORTLIST, LIA | 2XGOLD, AWARD | 5XSILVER | 4XBRONZE | 4XSHORTLIST, ADFEST | 1XGRAND PRIX | 3XGOLD | 2XSILVER | 4XBRONZE | 4XSHORTLIST, ADC | 1XGOLD | 1XSILVER, ONE SHOW | 2XSILVER | 1XBRONZE, D&AD | 1XPENCIL

CREDITS
ANDY DILLALO, VINCE LAGANA, GRANT MCALOON, JIM WALSH, JUSTIN CAREW, IGGY RODRIGUEZ, SHARON EDMONDSTON, MISHA MCDONALD, JOHN-HENRY PAJAK, KIERAN OTS, ZAID ALSADY, ADRIAN GUNADI - legends one and all.

NOTE: We saw these concept posters as a great extension to help drive the safe driving message in a completely different way i.e. Rewarding safe driving with Tickets, vouchers etc.

Samsung didn't end up producing these, shame :) but it shows just how deep our thinking went to keep those roads safe.