ABOUT

Despite the concept of folding smartphones having been around for a few years, category awareness and its association with Samsung was still relatively low.

Samsung tasked Iris with driving awareness around its foldable smartphone line-up, specifically the Galaxy Z Flip4, and introducing this wider audience to the vast range of benefits foldable devices bring with them via an OOH campaign that would run alongside the TV ad #jointheflipside.

In order capture the attention of our audience of ‘social expressors’ - Gen Z who want to document and share every moment they experience - we needed to take an innovative approach and create something worth sharing.

Normal billboards don’t fold, just as ‘normal’ smartphones are uniformly rigid. 





We set out to capture the attention of our audience and get them talking and sharing by dramatising this product feature in a simple, large-scale and unmissable way.

We designed a first-of-its-kind, special-build folding billboard, which was rolled out in 7 locations across the UK.