Launch of the Samsung Galaxy S25 series.

The Brief: Generate pre-order buzz around the launch of the Samsung Galaxy S25 series – the brand’s biggest smartphone release to date. The core challenge was to effectively communicate the transformative power of next generation Galaxy AI, positioning the S25 series as more than just a phone but as a gateway to a new frontier of possibilities.

The Idea: Telling the story of human intellectual evolution from the Stone Age to the Age of AI using ground-breaking technology to signal the Galaxy S25 series as a “new frontier” of AI-enabled devices.

Execution: The two phased campaign kicked off with a hologram display in Shoreditch, subtly hinting at the yet to be announced S25’s capabilities to fuel anticipation, speculation and ultimately invite the public to tune in to their annual Galaxy Unpacked event.

Phase two saw us launch the Galaxy S25 series with a bang, seeing us transform iconic London landmarks with a breathtaking projection mapping show, the first of its kind to combine this technology with hologauze.

The display chronicled human progress from the Stone Age to the Age of AI serving as a powerful metaphor for the S25’s ability to change the way we interact with our phones and the world around us.

The event was broadcast live across Samsung’s social channels and into the room at Samsung KX where media and influencers were in attendance for the Unpacked reveal.

The Results: Across the two phases we secured 354 pieces of coverage, including the likes of Metro, The Sun, Daily Mirror and Express, with a reach of 217.6 million.