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Editors' Choice
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Samsung Makes Surfing Social with Innovative Connected Surfboard

Leo Burnett Latin America, 4 months, 3 weeks ago

Editors' Choice: Leo Burnett Tailor Made teams with Brazilian surfer Gabriel Medina for latest campaign

Samsung Makes Surfing Social with Innovative Connected Surfboard

Samsung launches into sea the Samsung Galaxy Surfboard, a special surfboard prototype that promotes connectivity with Brazilian surfer Gabriel Medina (world surfing champion of the 2014 ASP World Tour), while out in the ocean. Like other sports, surfing also has its enthusiastic fans. But unlike most of those sports, the surfer has no way of feeling the vibe and energy from fans standing in crowds on the shore; and only have contact with them after returning to the beach.

To break down this barrier and bring the coach and the thousands of fans around the world closer to the surfer at sea, Gabriel Medina was invited to test the Samsung Galaxy Surfboard for the first time, a project that took a year and a half to complete. Made by shaper Johnny Cabianca, who is also responsible for the world champion’s surfboards, the heart of the board is a Galaxy S7 smartphone and a drawer on the side of the board that receives messages from Twitter posts with a predefined hashtag that are displayed on the unidirectional screen installed on the deck of the board.

To read the messages on the deck, LED lights were built into the Samsung Galaxy Surfboard that allow the display to be viewed. What’s more, it displays graphics with real-time information regarding the direction and intensity of the wind and the series of oncoming waves. The Samsung Galaxy Surfboard is powered by a micro controller card.

Back to Brazil to compete in the Rio de Janeiro leg of the World Championship Tour, Gabriel Medina used the Samsung Galaxy Surfboard to catch waves on Tuesday, April 26th, during a special practice session on the north coast of the state of São Paulo.

"Samsung believes that technology helps drive people’s talent. We are always offering a world of possibilities through new experiences for our consumers. Since 1986, Samsung has supported, sponsored and promoted various sports initiatives in the countries hosting them. More than supporting athletes, we want to provide them with solutions. The board offers this innovative look  at a solitary sport and our convergent technology is a strong differentiator for this and various other sports," says Loredana Sarcinella, Senior Marketing Director for the Mobile Devices division.

Created by Leo Burnett Tailor Made, this innovation by Samsung underscores the brand’s concept of connectivity anytime, anywhere.

"Unlike other sports, in professional surfing, the athletes are away from the fans from their country almost the entire year. Even during practice, surfers spend hours out at sea, while their coaches are on the shore. These distances are obstacles to the athletes’ evolution and motivation. With the help of Samsung’s technology, we created the Galaxy Surfboard, a board that will connect Medina with his coach and fans while he’s out in the water, in real time," says Marcelo Reis, co-president of Leo Burnett Tailor Made.

Samsung strengthens its connection to surfing through its sponsorship of the World Surf League (WSL) and the renewal of its partnership with Medina, one of the world’s greatest surfers, until December 2016. "Samsung has always believed in me and in my work. I’m very happy to continue being a part of this team. I love technology and the brand’s products," says Gabriel Medina.


Account Service: Fernanda Gomes and Karina Bueno

Creative Agency

Creative Director: Marcio Juniot, Pedro Utzeri, Rodrigo Jatene

Copywriter: José Arnaldo Suaid

Art Director: Breno Balbino

Planner: Tiago Lara, Gustavo Zilles Approval: Loredana Mariotto

Digital Producer: Denis Gustavo, Pedro Rais, Andrea Faccio

Creative Agency: Leo Burnett Tailor Made

President: Marcelo Reis

Account Management: Fabio Brito, Renato Broggin, Sandra Sales

Finished Artist: Fabio Abreu

Developer: Media Monks

Music and Sound

Sound Design: Antfood

Sound Production: Pedro Botsaris / Lou Schmidt / Wilson Brown


Editor: Paulo Augusto Miranda Rosa

Post Production / VFX

Post Production House: Mosh Post Production/ Saigon

Production Coordinator: Virgini Fares

Production Company

Director: Rafa Carvalho

DOP: Will Etchebehere, Lucas Pupo

Executive Producer: Marcelo Altschuler

Production Company: SAIGON

Category: It, phones, Av and computers , Phones

Genre: Creative technology