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

Susan Zwaal

Director, Human Resources

Ben Tarr


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Buenos Aires

Samsung “The Safety Truck”

INSIGHT. Argentina’s statistics for traffic accidents are among the highest in the world, with one death occurring every hour of the day. About 80% of accidents occur on Argentina’s two-lane roads, particularly when drivers attempt to overtake another vehicle — especially trucks. Samsung and Leo Burnett Argentina saw an opportunity to couple their technological ingenuity and creativity to take on the road-safety issue head-on.

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IDEA. “The Safety Truck” is equipped with a wireless camera, installed at the front of the vehicle. The camera captures real-time footage of the road and then wirelessly feeds it to four exterior Samsung screens on the truck’s rear wall. This way, cars driving behind the truck can see what’s up ahead and make safe driving decisions. Several Samsung “Safety Trucks” were built and tested on the roads of Argentina, as we captured live shots of the trucks in action to share the story via social media. Our audience was inspired by the innovative truck, which fueled the conversation even further as people shared the video on their personal social media pages.

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IMPACT. “The Safety Truck” video received a total of 7,697,215 views on social media and was featured in many local and worldwide publications. “The Safety Truck” positioned Samsung as a brand striving to create technology that enriches people’s lives. The effort was Samsung’s most awarded campaign at Cannes with seven Lions, including a Titanium Lion, which recognizes breakthrough ideas that lead the industry in a new direction. It also won two gold Clios, the Gravity Award at Adweek’s Project Isaac Awards and a Grand Prix at LIA and El Ojo Iberoamerica Awards. “The Safety Truck” is seen as a successful execution that should be replicated worldwide to ensure road safety across our globe.