Samsung has rolled out a 3D billboard campaign to drive awareness around the release of its new Galaxy Z Fold5 and Galaxy Z Flip5 phones. Created by Iris, the campaign features giant 3D smartphones, attached to the front of large-format digital billboards.

The Galaxy Z Fold5 and Galaxy Z Flip5 are the latest in Samsung’s lineup of foldable smartphones, which were first introduced in 2018. Iris was tasked with creating a campaign that demonstrated Samsung as a pioneer of foldable innovation and showcases the value of their distinctive form factor.

The billboards involve Samsung Brand Ambassadors, Raheem Sterling and Fearne Cotton. Each is shown interacting with the Galaxy Z Fold5 and Galaxy Z Flip5 respectively, massive 3D models of which are attached to the front of the billboards. Sterling is shown intensely engrossed in an action-packed game, while Cotton enjoys yoga in front of her phone.

The 3D billboards are located in Richmond, Canary Wharf), Manchester and Liverpool. The campaign runs until 10 August. Media planning and buying was executed by Starcom and production was handled by Clear Channel.

“Our latest launch of the Galaxy Z Flip5 and Galaxy Z Fold5 represents the next stage in our evolution,” said Annika Bizon, Marketing and Omnichannel Director at Samsung. “It is about engaging, not telling consumers what they can expect from our latest foldable devices. With that in mind, what better way to bring to life this campaign, than with a powerful OOH activation in the form of 3D billboards across the UK with our Samsung ambassadors Raheem Sterling and Fearne Cotton. The innovation and joy of the special build 3D billboards reflect what we stand for as a brand, and the amazing technology we are bringing to market.”