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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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São Paulo

Samsung Galaxy Surfboard Provides Live Connectivity to Surfers

First prototype tested by world surfing champion Gabriel Medina

Many enjoy surfing because of the solitary nature of the sport – just you out in the ocean, conquering the waves. But when you’re training professionally, how helpful would it be if your coach could send you advice and reminders before the next wave comes in? Or when the energy and motivation from cheering fans are what you need to keep going?

Samsung and Leo Burnett Tailor Made launched the Samsung Galaxy Surfboard, a prototype that provides live connectivity to surfers at sea and in real time. World surfing champion and Brazilian native Gabriel Medina first tested the Surfboard during a special practice session in Sao Paulo on April 26. Samsung partnered with Johnny Cabianca, who is responsible for all Medina’s surfboards, to create the innovative product.

A project that took a year and a half to complete, the Samsung Galaxy Surfboard is activated by inserting a Galaxy S7 smartphone. A screen on the deck of the board with built-in LED lights can display Twitter messages with a predefined hashtag as well as graphics with real-time information on the direction and intensity of the wind and the series of oncoming waves.

"Samsung believes that technology helps drive people’s talent. 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," said Loredana Sarcinella, senior marketing director for the Mobile Devices division.

"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," said Marcelo Reis, co-president of Leo Burnett Tailor Made.

Samsung is a sponsor of the World Surf League (WSL) and has renewed its partnership with Medina 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," said Gabriel Medina.