Creative Creative Works OOH

Samsung says that ‘size matters’ when it comes to phones


By Amy Houston, Senior Reporter

September 7, 2023 | 2 min read

Its latest out-of-home (OOH) push taunts Apple.

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Samsung OOH billboard / Samsung

To launch the latest Galaxy Z Flip5 device, Samsung wanted to showcase that its phone takes up way less pocket space than an iPhone.

To do so, the team at Stockholm-based agency Animal created a black and white billboard to tout some ‘big news’.

Placed around the Swedish capital, one of the billboards initially draws attention with black and white typography and a rectangular corner feature that reads ‘for small pockets.’

Another execution on public transport sees a direct comparison between the two rival companies.

Ardelan Sohrevardi, head of marketing at Samsung Electronics Nordic, said: “We wanted the campaign to demonstrate our commitment to pushing boundaries and delivering experiences that resonate with modern consumers.”

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