Unbox your phone

The Samsung Galaxy S8 launch campaign centers around stunning examples of the juxtaposition between nature v. man to illustrate how limitless the world around us truly is. Our executional approach was to break the traditional “rules” of Outdoor Advertising and turn a digital media takeover of New York City into a cultural heat moment.  The central motif was a diver deep in the ocean finding himself face-to-face with a giant whale. We chose to not just rely on showing our audience this magical moment, but to actually involve them in it through performance and experiences. For a brief moment, we transported them away from the crossroads of the world to the wondrous world around them. A world that would be truly shareable for every person on the ground to radically amplify the awareness of a traditional above the line campaign. The end result:

69 digital outdoor screens,
one 25ft outdoor hologram
126,000 live engagements
7MM+ social engagements
213MM+ social impressions