Half the size. Twice as big

Agencies: Animal BLCK


The purpose of the campaign was not only to show but also to demonstrate the benefits of Samsung's new Galaxy Z Flip5. Foldable phones are still a new phenomenon for many, something they have never had the chance to try. Therefore, it was essential for us to create a campaign that would capture the attention of passers-by and help them understand that this phone is truly compact when needed and expansive when desired.

In the campaign, we strategically chose to utilize only half of the media surface in key locations. This approach was a creative way to achieve maximum impact with limited resources, a surprising solution that prompted many to pause, examine the advertisement, and realize that the Samsung Galaxy Flip5 is indeed both compact and spacious.

Text on the billboard: Half as little, twice as big.

This professional campaign titled 'Half the size. Twice as big' was published in Sweden in August, 2023. It was created for the brand: Samsung, by ad agencies: Animal and BLCK. This OOH Outdoor medium campaign is related to the Electronic Devices industry and contains 2 media assets. It was submitted 8 months ago by Art Director: August Laustsen.


Jakob Swedenborg , ECD
Petra Backström , Copy
Jimmy Hellkvist , Copy
Michael Thornquist ,Art Director
August Laustsen , Art Director
Toby Cane , Art Director
Joakim Ramel , Motion Graphic Design
Sofia Persson , Final Art
Mikael Kruse , Client Director
Jens Öhrström , Account Manager
Johanna Larsson , Account Manager

Ardelan Sohrevardi, Head of Marketing at Samsung Electronics Nordic.
Magdalena Lindqvist ,Category Marketing Manager MX at Samsung Electronics Nordic.
Matilda Järnblad , Category Marketing Manager MX at Samsung Electronics Nordic.
Cecilia Ekman
Anna-Karin Ström


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