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Samsung: Half the size. Twice as big
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The purpose of the campaign was not only to show but also to demonstrate the benefits of Samsung's new Galaxy Z Flip5. Foldable phones are still a new phenomenon for many, something they have never had the chance to try. Therefore, it was essential for us to create a campaign that would capture the attention of passers-by and help them understand that this phone is truly compact when needed and expansive when desired.
In the campaign, we strategically chose to utilize only half of the media surface in key locations. This approach was a creative way to achieve maximum impact with limited resources, a surprising solution that prompted many to pause, examine the advertisement, and realize that the Samsung Galaxy Flip5 is indeed both compact and spacious. Text on the billboard: Half as little, twice as big.
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