Samsung’s S23 Ultra 100x Zoom makes a difference. You can have a front row concert experience for the price of a budget seat, for example. See what really is on the horizon. Watch the New Year’s Eve fireworks from way across town.
Ogilvy New York is pointing that out with a fun collection of digital OOH billboards. Samsung’s Tiny Type campaign invites people to pay closer attention to spaces they might otherwise ignore in some of the most famous urban spaces in the world – New York City’s Times Square, London’s Piccadilly Circus, Tokyo’s Omotesando. The large-scale billboard spaces are being taken over by tiny-sized messages that beg to be discovered. The ads feature one of two variations, either a seemingly unfinished sentence or a classic eye exam chart, that can’t be read completely with the naked eye (which is where the help of the 100x Zoom of the Samsung S23 Ultra comes in).
Mohamed Diaa, group creative director, Ogilvy New York, stated, “We wanted to use digital OOH differently. Less as a static medium to broadcast a message, more as a tool for engagement and interaction – one that creates a dynamic canvas that magnifies an existing conversation. The best part of the campaign concept is that it uses the power of the product to prove its own truth, putting the focus squarely on the remarkable, market-leading tech that Samsung has worked tirelessly to engineer.”
Credits
Client: Samsung
Creative Agency: Ogilvy North America
Chief Creative Officers: Liz Taylor, Chris Beresford-Hill, Samira Ansari & Menno Kluin
Creative Directors: Mohamed Diaa, Francesca Ferracini, Alice Teruzzi & Ian Going
Associate Creative Directors: Sarah Arrington & Andy Truong
Designer: Nel Sparkman
Art Director: Woo Jae Yoon & Adrienne Darnell
Copywriters: Peter Macinnis & Cory Mccollum
Head Of Production: George Sholley
Producer: Tana Bertino
Business Affairs Manager: Heather Weissman
Consultants: Jonathan Deves & Peter Dailey
Strategy Director: Laura Tarbox
Chief Operating Officer: Carina De Blois
Chief Client Officer: Olivier Sentucq
Account Director: Khai Nguyen
Account Handling: Todd Steiner
Account Executive: Eimibell De Los Santos
Production: Room 121
