WHO: Samsung, Leo Burnett Tailor Made
WHY WE CARE: We've all been hearing about the Internet of Things for years, and Samsung is no exception. Dax Shepard and Kristen Bell's fridge is one thing, this is ... something else. This smartphone-powered, connected surfboard is a completely unnecessary yet pretty damn cool gimmick of recreational technology.
Created by ad agency Leo Burnett Tailor Made for the brand and Medina, the board is powered by a micro controller card. A Galaxy S7 smartphone slides in a drawer on the side of the board and receives messages from Twitter posts with a predefined hashtag that are then displayed on a unidirectional screen with LED lights installed on the deck.
It also displays graphics with real-time information on the direction and intensity of the wind and the series of oncoming waves. It's like trying to put Nixon's Mission watch directly on the board.