BACKGROUND 

In a saturated advertising environment, Out-Of-Home faces a double challenge: standing out among repeated formats and capturing the attention of increasingly disengaged audiences. For Samsung, the challenge is even stronger as the brand structures its year around two major product launches, requiring constant renewal of desirability and innovation appeal. How can Samsung continue to stand out while reinventing the power of OOH as a meaningful, engaging and creatively valuable medium? 

SOLUTION 

Cheil France independently purchased the OOH media space and designed an event-driven activation by taking over one of Paris’ most iconic locations: the Opéra Garnier façade.
The visual featured the design of the Samsung S22, enhanced through an artistic collaboration with Jordane Saget, who customized the artwork live, turning the advertising space into a true artistic performance.
The activation extended beyond OOH through:
- Digital amplification to increase visibility and engagement
- A circular initiative, with the banner recycled post-campaign into a limited edition of tote bags