For the first time in the history of the Cannes Lions Festival, Argentina took home a Cyber Lion. The winning piece was the Safety-Truck by Leo Burnett Buenos Aires for Samsung. The piece received a total of seven awards, including a Titanium Lion, three Gold Lions and three Silver Lions in the Cyber, Promo & Activation and Outdoor categories.The piece was developed to prevent traffic accidents on Argentinean roads, where hundreds of people die each year. Most of the accidents occur due to people attempting to overtake. To solve this problem, Samsung designed the Safety-Truck.The invention consists of a built-in wireless camera at the front of the truck, connected to 4 outdoor monitors placed on the rear of the truck. The camera transmits what is going on in front of the truck so that people travelling behind it can see, and make the decision to overtake the safest way possible. This technology also eliminates the risk of a sudden brake due to an accident or an animal crossing in front of the truck.The creative leaders of the idea were Luis Sánchez Zinny and Carmelo Maselli. It was developed in partnership with tech company Ingemática.
