Samsung Makes Winter Nights Brighter in Galaxy S23 Ultra Campaign ‘Capture the Night’
Today, Samsung announces the launch of its new OOH campaign, created by Iris, to drive awareness around the capabilities of the Galaxy S23 Ultra’s hero 200MP Camera with Nightography that allows you to capture epic photos and videos, even in low light.
Through a series of bespoke, illuminated OOH displays located in some of the UK’s most loved night-time destinations, the ‘Capture the Night’ campaign dramatises the transformation people will see with their night-time photographs when using Nightography on the Galaxy S23 Ultra. Emphasising the contrast between the bright, colourful images produced with the Galaxy S23 against the long, dark nights of winter, the OOH executions showcase the 200MP Camera’s crystal clear and vivid night-time shots by highlighting how users can ‘Capture the Night’ like never before.
Featuring a giant 3D model replica of the Galaxy S23 Ultra smartphone, the series captures bold and vivid imagery reflecting the atmosphere and personality of the local area. Whether that’s celebrating food culture in Brixton, clubbing in London’s Borough near the Ministry of Sound, embracing concert-loving fans in Birmingham, cocktail night in Shepherd's Bush or bringing to life the passion of football at Old Trafford in Manchester, each display captures these moments in stunning snapshots.
Inspired by the improved low-light photography and colours that now appear more accurately and vibrantly than ever, Iris integrated bespoke lighting to illuminate the real-world environment around each OOH display. Transforming the effect after dark, the innovative displays dramatise how people will see their night-time photography when using the new and unique Nightography feature.
To accentuate the viewer’s experience even further, the displays at Shepherd’s Bush, Borough and Brixton also include an interactive element using motion sensors that triggers a lighting sequence when people walk past.
Capture the Night is part of the wider Galaxy S23 Series launch campaign, created and executed by Iris, which includes social, audio, point of sale, and digital OOH assets.
Richard Hayter, Iris’ group creative director, said, “Without the ability to put a new Galaxy S23 Ultra in everyone’s hand, our job is to make people reassess what a smartphone camera can capture after dark. By flooding these billboards with rich, vibrant colour, we’ve built something as visually gob-smacking as the first night photo you’ll take with the S23.”
Annika Bizon, marketing and omnichannel director at Samsung said, “Samsung aims to create technology that has a beneficial influence on the lives of its users. These are products that can transform their night-time experiences and elevate the quality of their pictures, capturing favourite moments in the dark winter months just as they would during the brighter months. This campaign does just that, bringing the night to life and adding some cheer at the start of the year through an execution that showcases images as vivid in colour as those captured on our new Galaxy S23 Series devices.”
