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Samsung: Again, But This Time by Iris

Agency: Iris
Client: Samsung
Date: Apr 2021
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Samsung UK has launched a nationwide OOH campaign, developed by Iris, celebrating the activities we’ll soon be able to do again now that lockdown restrictions are easing. The campaign aims to raise awareness of its flagship phone, the Samsung Galaxy S21 5G Series via high-impact and high reach large format OOH takeovers.

‘Again But This Time’ shines a light on aspects of life people will soon be able to rediscover as lockdown restrictions gradually lift. A total of six executions share the excitement of life getting back to normal – but through the lens of a Samsung Galaxy S21 5G with 8K resolution, Night mode and Vlogger mode.

The campaign, created by Iris, taps into the mood of anticipation felt throughout the nation, as we all collectively embrace fewer restrictions. The work is based on the belief that as people start to emerge from lockdown, they don’t necessarily want to go out and try new things, but in fact, will want to rediscover the familiar things they’ve missed.


Lead creative and strategic agency – Iris

Creative Director – Richard Hayter

Creative Team – Luke Bartley & Ivan Beloborodov

Senior Strategy Director – Peter Wilson

Managing Partner – Anthony Abrahams

Group Account Director – Lettie Marsh, Rachael Anthony

Head of Art & Photographic – Lu Howlett

Media Agency – Starcom

Production Company – Dawn Production

Photographer – Sophie Jones