Samsung's Galaxy Surfboard Helps Make Surfing a 'Social' Sport

Connected Board Hooks Up Surfers to Real-Time Messages and Data

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Samsung has been a big patron to surfing, as seen in much-lauded promoting its sponsorship with the World Surf League and ASP World Tour, created out of 72andSunny Amsterdam.

Now the brand further deepens its involvement with the sport with the debut of the Samsung Galaxy Surfboard, a prototype of a digital board that allows those who ride it to be more "connected" to those around them, from their coaches to their fans.

The brand and agency Leo Burnett Tailor Made just debuted this film showcasing the board, as tested out by Brazilian surfer and 2014 ASP World Tour Champ Gabriel Medina.

It shows how the board takes the "solitary" out of the sport, and how even when on the waves, Medina can get tips from his coach and stepfather Charles, while also seeing words of support from his fans. The board displays real-time social media posts as well as weather and surf conditions on a screen on the board's deck.

"Unlike other sports, in professional surfing, the athletes are away from the fans from their country almost the entire year, said Marcelo Reis, co-president of Leo Burnett Tailor Made in a statement. "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."

Samsung powers the board with a Galaxy S7 smartphone, which sits in a hidden drawer. The agency built it with the help of Johnny Cabianca, Medina's longtime surfboard maker.

Mr. Medina rode the board during a special practice session in April on the north coast of Sao Paulo.

"Samsung believes that technology helps drive people's talent," said Loredana Sarcinella, Samsung's senior marketing director for the mobile devices division in a statement. "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."

The idea is fascinating in showing the extent of the "connected" world, isn't the solitary nature of surfing part of the sport's beauty? And wouldn't surfers getting ready to mount a big wave only be distracted by the flashing comments at their feet?

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About

Credits
Date
May 09, 2016
Agency:
Leo Burnett Tailor Made - Brazil
Client:
Samsung
Co-president / Creative General Director:
Marcelo Reis
Creative Director:
Marcio Juniot
Creative Director:
Pedro Utzeri
Creative Director:
Rodrigo Jantene
Art Director:
Breno Balbino
Copywriter:
José Arnaldo Suaid
RTV:
Celso Groba
RTV:
Maria Fernanda Moura
RTV:
Noemi Marques
RTV:
Dudi Ciampolini Bourroul
Account Services:
Fabio Brito
Account Services:
Renato Broggin
Account Services:
Sandra Sales
Digital Project:
Denis Gustavo
Digital Project:
Pedro Rais
Digital Project:
Andrea Faccio
Planning:
Tiago Lara
Planning:
Gustavo Zilles
Approval:
Loredana Mariotto
Hardware and Software Producer:
Media Monks
Production House:
Saigon
Direction:
Rafa Carvalho
Director of Photography (Drone):
Will Etchebehere
Surfing Scenes:
Lucas Pupo
Executive Producer:
Marcelo Altschuler
Account Services:
Fernanda Gomes
Account Services:
Karina Bueno
Film Editor:
Paulo Areas
Film Editor:
Miranda Rosa
Finishing Artist:
Fabio Abreu
Post Production:
Mosh Post Production
Post Production:
Saigon
Post Production Coordinator:
Virgini Fares
Sound Production:
Antfood
Production:
Pedro Botsaris
Production:
Lou Schmidt
Production:
Wilson Brown
Account Services:
Lou Schmidt
Account Services:
Sean McGovern

See more credits

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