Flip phones may be a hazy memory of the past but Samsung believes that foldable phones are the future. To mark the launch of Samsung’s new Galaxy Z Flip4 and the brand’s entire foldable range, Iris has helped to create a fitting foldable billboard out of home campaign.

Mirroring the mechanism that is the tech’s USP, bespoke folding billboards were placed across four London and one Manchester locations. In what could be a billboard first, half of the visual protrudes out as though the billboard is folding just like the phone. The striking yet simplistic visual champions the product and the mechanism catches the eyes of passers by.

“Regular, slab-shaped smartphones are great. So are big, flat billboards. But they’re both so common, so easy to ignore.” says Richard Hayter, Group Creative Director at Iris. 

He continued: “Samsung Galaxy Z Flip4 utterly changes what people can expect from a phone – it folds into an ultra-compact shape. So we thought we’d do the same for billboards, demonstrating the Z Flip4’s category-shifting design in a way that can’t be overlooked.” 

The Galaxy Z Flip4 is the latest in Samsung’s line-up of foldable smartphones, which were first introduced in 2018 and the campaign aims to capitalise on the uniqueness of the phone. The OOH campaign runs alongside the TV ad #jointheflipside.

The simple yet striking creative idea challenges people's perceptions of billboards just as the foldable tech challenges the limits of phones. The out of home installation is a suitably fitting dramatisation of the product bringing to life the tech and winning the attention of audiences.