Creative Creative Works OOH

Samsung attaches a huge 3D flip phone to a digital billboard


By Amy Houston, Senior Reporter

August 7, 2023 | 3 min read

The work features brand ambassadors Fearne Cotton and Raheem Sterling.

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Samsung campaign by Iris / Iris

Flip phones are back. The essential noughties accessory has gained popularity recently, with Samsung leading the way.

To mark the release of two new models, the Galaxy Z Fold5 and Flip5, creative agency Iris was tasked with creating a larger-than-life moment. The result was four mammoth out-of-home (OOH) special billboards that feature a huge mobile phone.

Annika Bizon, marketing and omnichannel director at Samsung, said: “Our latest launch of the Galaxy Z Flip5 and Galaxy Z Fold5 represents the next stage in our evolution. It is about engaging, not telling consumers what they can expect from our latest foldable devices.

“With that in mind, what better way to bring to life this campaign, than with a powerful OOH activation in the form of 3D billboards across the UK with our Samsung ambassadors Raheem Sterling and Fearne Cotton. The innovation and joy of the special build 3D billboards reflect what we stand for as a brand, and the amazing technology we are bringing to market.”

The billboards can be found in four UK locations, two in London and the others in Manchester and Liverpool. The campaign will run until August 10.

Richard Hayter, group creative director at Iris, added: “These new phones are awesome, but folding handsets are still a tiny slice of the mobile market. So when our clients said “go big” we took them at their word. We wanted to demonstrate the capabilities of foldables, on a huge scale.

“Unfold Galaxy Z Fold5 and you’ve got a massive gaming device. And Galaxy Z Flip5 literally stands up by itself; a game-changer for watching socials, group selfies and yoga classes apparently. Getting Fearne and Raheem involved was the cherry on top.”

Media planning and buying was executed by Starcom and production was handled by Clear Channel.

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Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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