Samsung has 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.

The special-build folding billboards are found in four London locations: Kennington Lane, Vauxhall; Coombe Lane, Wimbledon; Commercial Road, Limehouse; Woolwich High Street, Woolwich; and one Manchester Location, Ashton Old Road. The campaign will run until 23rd October.

Media planning and buying was executed by Starcom.

Richard Hayter, group creative director at Iris, said, “Regular, slab-shaped smartphones are great. So are big, flat billboards. But they’re both so common, so easy to ignore. Samsung Galaxy Z Flip4 utterly changes what people can expect from a phone – it folds into an ultra-compact shape. So we thought we’d do the same for billboards, demonstrating the Z Flip4’s category-shifting design in a way that can’t be overlooked.”