Samsung Galaxy S6 Edge+

The World Expo put Milan at the centre of the global stage for design and innovation.

And every night during the event, the stunning Piazza Sempione, a popular nightlife destination in the city, came alive with light from this ground-breaking, 3D billboard-mapped execution to celebrate the launch of the Galaxy S6 Edge+

The challenge was to reconnect with a discerning local audience, the Milanese people, after some unfavourable recent PR coverage of Samsung’s Out Of Home advertising in the city! Samsung were headline sponsors so we seized the opportunity to turn a standard OOH brief into something more in keeping with the spirit of the exposition and that was deferential to its immediate surroundings in this beautiful city of culture.