Brits are emerging from lockdowns and experiencing the excitement of imagining what they’ll be able to do soon. Samsung is tapping into this new mood with an OOH campaign that embeds its flagship phone, the Samsung Galaxy S21 5G Series, in the heart of this anticipation. The work is based on the belief that as people start to emerge from lockdown, they don’t necessarily want to go out and try new things but will want to rediscover the familiar things they’ve missed.

There are six ads in the campaign created by Iris, each focusing on an about to be rediscovered joy through the lens of the Samsung phone. Again but this time highlights the aspects of life people will soon be able to rediscover as lockdown restrictions gradually lift. Striking imagery shows Brits getting back to moments they loved but perhaps took for granted prior to lockdown. Jab jab hook again is about getting back to exercise classes that aren’t in a muddy field. Proper weekends again celebrates the joy of friendship, via the banter of five-a-side. And Butterflies again captures the anticipation of dating – IRL – for the first time in months.

 Richard Hayter, creative director at Iris, stated, “Lockdown inspired a lot of people to try something new. Coming out if it, everyone’s excited about rediscovering the stuff they used to do, no matter how mundane. That’s what we’re all going to be seeing in our social feeds. Goodbye banana bread, hello to finally meeting up with mates, five-a-side training and the frisson of actual, physical, face-to-face dating. The Samsung Galaxy S21 can capture it all, ready to share in eye-popping 8K.”

“This year has certainly been a challenge, with various restrictions in place across the nation, for all the right reasons. But, with warmer weather on the radar and these restrictions gradually starting to ease, we’re excited to get back out there and rediscover those moments that meant so much to us,” added Sharon Hegarty, director of marketing Samsung Electronics UK and Ireland. “This is truly an exciting project which captures those magical moments we’re all so looking forward to.”

The campaign is running on OOH and DOOH sites across the UK, including high-impact takeovers. The campaign will also launch across social and Samsung UK owned channels such as eCRM and a customer engagement app. All imagery was captured in lockdown conditions within a Covid safe environment.

Credits

Lead creative and strategic agency: Iris
Creative Director: Richard Hayter
Creative Team: Luke Bartley & Ivan Beloborodov
Senior Strategy Director: Peter Wilson
Managing Partner: Anthony Abrahams
Group Account Directors: Lettie Marsh & Rachael Anthony
Head of Art & Photographic: Lu Howlett

Media Agency – Starcom

Production Company: Dawn Production
Photographer: Sophie Jones