commercial dedicated to the most advanced technology in the world. Samsung The Safety Truck Leo Burnett, Buenos Aires, Argentina Samsung developed technology to make the roads safer. New system for trucks will use a spesial camera, that transmits video to external monitors, so drivers behind the trucks can see the road ahead. Ubisoft Assassin’s Creed: Unity Unity Sid Lee, Paris This campaign made gamers the hero, allowing them to customize their Assassin's Creed characters down to a granular level. Some 1,400 of them were then incorporated into an emotional, all-CGI spot directed by Joseph Kosinski, featuring crowds storming the streets of 1780s Paris. Nike Basketball House of Mamba AKQA, Shanghai and London AKQA built the world's most high-tech basketball court. he interactive LED space challenged the 30 handpicked up-and-coming players in the program to train with the help of intuitive motion-tracking drills and reactive visualization. Optus Clever Buoy M&C Saatchi, Sydney, Australia Optus, Google and Shark Attack Mitigation Systems developed a prototype for an ocean buoy that can detect sharks and alert lifeguards on the shore in real time. Hammerhead Hammerhead R/GA, New York This is a simple and really safe future for all сyclists, who prefer to ride in the city. Instead of the navigator in iPhone gyus from R/GA developed a new solution: this T-shaped gadget that clips on your bicycle's handlebars, syncs with an app and safely navigates you (using flashing lights) to the safest and most popular bicycle routes. Ikea Experience the Power of a Bookbook BBH Asia Pacific, Singapore Eternal battery, flexible touch interface and pages that load instantly, with zero lag — it’s kind of technological magic and it’s just Ikea print catalog, made by genius from BBH Asia Pacific. John Lewis Monty The Penguin Adam&EveDDB, London The biggest triumph of last Christmas, this British campaign told an adorable, impeccably crafted story of friendship between a little boy and a penguin. But it wasn't just brilliant TV spot. It was an integrated juggernaut, with tie-ins across tech, retail, music and more.
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