Last night Samsung Electronics pushed the boundaries of traditional marketing engagement by creating a moment that London couldn’t miss.
A spectacular public light show, powered by lasers – titled “The Night Reimagined” – was projected from Potters Fields Park onto the city’s iconic Leadenhall Building (also known as the ‘Cheese Grater’), and will continue for the next two nights.
Created to mark the launch of the new Galaxy S9 and S9+ - unveiled at MWC on 25th February 2018 with an advanced, redesigned camera - the amazing visual spectacle featured state-of-the-art reflectors and newly developed dynamic soft laser lighting. This landmark event for Londoners fuses art, design and technology to demonstrate Samsung’s commitment to meaningful innovation that defies barriers.
“The Night Reimagined” installation - created by Samsung and produced by AMV BBDO - gives everyone the opportunity to take stunning night-time pictures, which the one-of-a-kind low-light capacity of the Galaxy S9 and S9+ has been developed to capture. This remarkable structure on the London skyline has been created using 16 state-of-the-art laser lights built in Germany and the UK, and its ten-metre diagonal array will change trajectory to twist in the sky – altering its multi-coloured perspective for viewers capturing the event with their phones.
The spectacle embraces the spirit of Samsung’s brand manifesto, “Do What You Can’t”- a call to defy barriers and do what can’t be done in the every day. This is embodied by the innovative features of the Galaxy S9 and S9+ including low light aperture, super slow-mo and personalised emojis – expanding how consumers capture moments and express themselves creatively.
“We wanted to give the people of London a moment not to be missed,” said Sam Grant, CMO, Samsung Electronics UK. “The Night Reimagined” installation was conceived as an amazing and almost impossible visual spectacle that represents just how Samsung is pushing the boundaries of what is possible. The beauty of the show demonstrates how the capabilities of the Galaxy S9 camera ensures people can capture epic pictures, particularly in the dark.”
This project is the first collaboration in a new creative partnership between AMV BBDO and Samsung UK. “The Night Reimagined” is the first in several creative projects planned across a range of Samsung products and services. Justin Pahl, Managing Director of AMV BBDO said, “We are thrilled to be working with Samsung, one of the world’s truly great brands, to help them build a deeper connection with the people of the UK. This is a fantastic opportunity to create great work for a brilliant organisation across a variety of channels, and we are incredibly excited about their creative ambition and potential.”
Schedule & Locations
“The Night Reimagined” installation will illuminate the London skyline over three nights: Thursday – Saturday (15th – 17th March), 18:00 -23:00 BST.
Over the three nights, an illuminated Samsung S9 sculpture at Potters Fields will mark a primary location for taking pictures of the installation. Best vantage points include: The Leadenhall Building, Tower Bridge, Tower Bridge Glass Walkway, Potters Fields, Tower Hill Citizen M, Sky Garden.
Update - watch a video of the event here:
Creative Agency: AMV BBDO
Copywriter: Lucy Jones
Art Director: Charlotte Mather
Executive Creative Director: Adrian Rossi and Alex Grieve
Agency Production: Sarah Goodchild
Planners: David Murray
Account Management: David Murray, Alexander Best, Lucrecia Taormina, Khalid Almashgari