Safety first with Samsung’s information screen

The brand keeps folks from walking, biking and skating into each other.

Samsung’s new Galaxy S6 Edge+ phone comes with a feature called “information stream,” where a tap of the finger turns on a small bar at the edge of the screen that gives a user notifications without turning on the entire display. While it might not seem like much, even the tiniest extra bit of information can make a huge difference, as this video by DDB Stockholm shows.

In a spot that’s vaguely reminiscent of Samsung’s “Safety Truck” that was a darling at Cannes this year, a busy street corner in Stockholm, Sweden was outfitted with a digital screen. As people approached, it warned pedestrians if they needed to look out for longboarders, bikers or baby strollers about to come around the corner. While sadly not a marvel of image recognition or artificial intelligence, the crew in the control room watched their cameras diligently to send out all kinds of helpful information, like if there was a parking spot nearby or a compliment to brighten someone’s day.


Brand: Samsung
Agency: DDB Stockholm
Art Director: Joel Ekstrand
Copywriter: Nick Christiansen
Designer: Steven McDonald
Planner: Patrick Wilkorsz
Account Director: Christian Westelindh
Account Manager: Susanne Ytterlid
Business Director: Jacob Sandström
CGI: House
Production Company: Stopp