ISSUE: In Italy, bicycles are the most “unsafe” vehicles, with the highest mortality index.

IDEA: We got a world-famous bike-frame builder and a bike-enthusiast to share minds, and then designed and created Samsung Smart Bike, the first bicycle that protects the rider with its built-in safety components, automatically activated through a Samsung smartphone.

RESULTS: Samsung Smart Bike was presented with great success during the Milan Design Week. Furthermore, it was featured across a 12 episodes TV-series by Discovery-Italia, broadcasted to over 6 million viewers, reaching 30 million media impressions. But most of all, contributing to Maestros Academy, it inspired many young talents to change their mind about handcrafting, and start preserving and innovating a great Italian heritage.

Award: Innovation Lions Shortlist @Cannes Lions 2014

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