Samsung UK Celebrates Moments of Rediscovery as Lockdown Starts to Lift

Samsung UK has launched a nationwide OOH campaign, developed by Iris, celebrating the activities we’ll soon be able to do again now that lockdown restrictions are easing. The campaign aims to raise awareness of its flagship phone, the Samsung Galaxy S21 5G Series via high impact and high reach large format OOH takeovers.

‘Again but this time’ shines a light on 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. A total of six executions share the excitement of life getting back to normal – but through the lens of a Samsung Galaxy S21 5G with 8K resolution, Night mode and Vlogger mode.

The campaign, created by Iris, taps into the mood of anticipation felt throughout the nation, as we all collectively embrace fewer restrictions. 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 in fact will want to rediscover the familiar things they’ve missed.

Richard Hayter, creative director at Iris, said: “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,” said 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 will be going live on OOH and DOOH sites across the UK from 16th April, 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.