Samsung and the world’s first folding billboard | #BehindTheIdea

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Samsung recently announced the launch of its folding billboard OOH campaign, created by Iris, to drive awareness around the release of its new Galaxy Z Flip4 , and the entire Samsung foldables range.

This is the first billboard – used by a technology brand – that uses a folding form in this simplistic and product-relevant way.

The Galaxy Z Flip4 is the latest in Samsung’s line-up of foldable smartphones, which were first introduced in 2018, and Iris was tasked with presenting the uniqueness of the phone and showcase Samsung’s leading position in the foldables market with an OOH campaign that would run alongside the TV ad #jointheflipside.

This was brought to life through a simple, yet creative idea. Normal billboards don’t fold, just as ‘normal’ smartphones are uniformly rigid, but the Galaxy Z Flip4 challenges conventions. Iris replicated this experience through the special build billboards that dramatise it in a large-scale, highly visible way.

We caught up with Greg Foy and Heather Keywood-Mistry, Associate Creative Directors at Iris, to go a little deeper behind the idea.

What was the brief?

Create an OOH campaign to support the launch of the Galaxy Z Flip4, highlighting its unique form factor.

How did the initial pitch/brainstorming phase go?

The original ideas phase was vast and wide, many ideas pushing the brief with innovative tech, interactive builds and big budgets. But sometimes the simplest of ideas are the best and most powerful.

What was the process behind ideating the concept?


We were challenged to create something that broke new ground, just like the phone. So, we landed on the idea of bending the billboard in half, mimicking the Flip4. It’s a poster as a product demo, which felt like a fresh approach.

What was the production process like?

The design and approval stages were pretty straightforward, really. We initially pitched the idea without copy, but our clients wanted to be even more challenging to the inertia in the phone market. The biggest issues arrived when we had to build the billboards.

What was the biggest challenge during production? How did you overcome it?

More complex than we imagined. It was extremely tough to find sites that could accommodate the build, as the extra metalwork required really increased the usual weight. We got there, with a lot of help from our production partners, Starcom and Energy.

What kit/tools/software were used to create the project?


The traditional creative suites and a bit of good old-fashioned graft for the craft.

What is one funny or notable thing that happened during production?

The moment our CD asked us to say this for this report ‘Don’t forget to say how wonderful and supportive your creative director was.’ It’s funny because it’s true.

What’s the main message of this project and why does it matter?

It folds. Does yours? Not sure much else matters…

How long did it take from inception to delivery?


Due to those production complications the idea took around 2½ months from ideation through to setting live. The brief was the end of July, the live date was 12th October.

What do you hope it achieves for the brand?

A big, visible bit of disruption to the mobile phone market. And awareness of that Galaxy Flip4 USP.

Credit list for the work?

Iris Creative Team: Greg Foy and Heather Keywood-Mistry

Iris Group Creative Director: Richard Hayter

Iris Strategy Director: So-yeon Kim

Iris Senior Account Manager: Luke Tompsett

Iris Managing Partner: Sam Edwards

Production: Energy

Media Agency: Starcom

Samsung MX Senior Marketing Manager: Jamie Green


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