Samsung Ambient Times Square Takeover [image] 2 by R/GA New York

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Times Square Takeover [image] 2

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Industry Mobile phones, devices & accessories
Media Ambient
Market United States
Agency R/GA New York
Released November 2016

Awards

D&AD Awards 2018
Spatial Design Installation Design Wood Pencil

Credits & Description

Entrant: R/ga, New York
Brand: Samsung Galaxy S8
Corporate Name of Client: Samsung
Samsung Chief Marketing Officer: Marc Mathieu
Samsung Head of Brand Design & Experience: John Moon
Samsung Head of Brand Creative Marketing: Kristin Harrer
Samsung Director, Brand Creative Marketing: John T Field
Samsung Senior Manager, Brand Creative Marketing: Monique Nanclares
Samsung Chief Creative Officer: Jesse Coulter
Samsung Creative Director: Valentine Freeman
Media Company: Starcom, New York
Account Team: Helder Santo/Chad Wilson/Kristina McCauley/Katie Cahill
Business Affairs: Pam Carden
Advertising Agency: R/GA, New York
Content Production: Kathy Monohan
Account Production: Chris McClave/Nicole Speath/Rachel Murad
Synopsis:
For the launch of the Galaxy S8, Samsung wanted to show the boundless potential of a phone without edges, so we took the busiest place on earth and used it as the stage for a magical encounter between an animated diver and a whale.
We synced more than 40 digital billboards over 5 city blocks and 12 vertical stories to create a seamless ocean environment for the whales to swim through for three full hours. On four key boards, the diver and the whale came together for a breathtaking moment highlighting the new phone’s form factor and our campaign line.