Iris has taken Samsung UK down a new road to introduce the new Galaxy Z Fold7 to the UK and show Brits why they should choose a foldable device. Unmissable Moments focuses on the real-life moments where a large, immersive screen makes all the difference, whether watching something unmissable or reliving a meaningful memory on the go. Designed to connect with millennial and Gen X audiences, it uses emotionally-led through human stories that feel relatable and personal to show the value of foldables in everyday life instead of simply highlighting product features,
The campaign leads with two 30-second films. The first, Build Up, centres on a group of friends watching a key moment in a sporting match. The energy builds as the match unfolds, before pulling back to reveal they’re not in a stadium at all, but watching together on the unfolded Galaxy Z
Fold7 in a remote holiday home. The second film, Memory Lane, tells the story of a father and daughter cycling together through the countryside. When they stop at a quiet spot, she opens her phone to reveal a photo, captured in the exact same place 20 years ago, showing him teaching her how to ride a bike.
Annika Bizon, mobile experience VP of product and marketing, UK&I, stated, “The Galaxy Z
Fold7 marks a new era of smartphone innovation and is a big leap forward for the foldables category. With its expansive screen, the Galaxy Z Fold7 is designed for the content our audience cares most about, whether that’s watching a big game in real time or revisiting personal memories. We wanted a creative execution that reflected that ambition. We’re excited to bring this next chapter of foldables to life in a way that feels human and emotive.”
Menno Kluin, global chief creative officer, Iris, added “This campaign captures something simple but powerful: the moments that really matter, and the role technology can play in making them feel bigger, more emotional, and more human. It’s a reminder that great creative doesn’t just highlight what a product does – it shows people why it matters in their lives.”
The campaign is running across BVOD, CTV and social media in the UK. It was developed by iris, with media planning and buying by Starcom; directed by Zak Emerson with production by Merman. The campaign was written by Matt Woolner and Steve Wioland, the creative team behind the multi award-winning John Lewis ad, Always a Woman.
Credits:
Client: Samsung UK
Mobile Experience (MX) VP of Product and Marketing, Samsung UK&I: Annika Bizon
Head of Brand, Samsung UK: Alex Conaway
Brand Lead, Samsung UK: Lucy Coombs
Marketing Lead, Premium Smartphone, Samsung UK: Murray Gordon
Creative agency: Iris
Global Chief Creative Officer: Menno Kluin
Creative Team: Steve Wioland & Matt Woolner
Executive Producer: Bradley Woodhus
Managing Partner: Rachael Born
Business Lead: Annabel Baker
Account Director: Lisa Dickinson Fox
Strategy Director: Tom Storey
Director: Zak Emerson
Production Company: Merman
Editing: The Quarry
Post-Production: 1920
Music: Joseph Wilkinson
