Samsung Electronics

Tiger in the city

Agency: Cheil Worldwide


In 2022, the Year of the Tiger, Samsung Electronics launched a striking out-of-home campaign using a giant 3D billboard that grabbed a worldwide attention.

Just before the Galaxy Unpacked 2022, one of the most anticipated tech events of the year where Samsung reveals its latest innovations, the global activation took place at landmarks of the world’s most vibrant cities including New York, London, Dubai, Kuala Lumpur, Beijing, Shanghai, Guangzhou, and Seoul to build up anticipation towards the new Galaxy S22 series.

Titled “Tiger in the City," the campaign integrates key aspects of the Galaxy brand and innovations of the new product series. Tiger, symbolizing courage and fearlessness, takes a huge leap conveying the Galaxy brand’s bold move over the past decades reshaping the world through mobile innovations. Tiger is also known for its powerful night vision, a feature that connects to the power of new Galaxy series' advanced Nightography capabilities.

This professional campaign titled 'Tiger in the city' was published in United Arab Emirates, United Kingdom, and United States in February, 2022. It was created for the brand: Samsung Electronics, by ad agency: Cheil Worldwide. This Digital and Outdoor media campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted over 1 year ago.


Advertising Agency: Cheil Worldwide, Seoul, South Korea
Creative Director: Seongphil Hwang
Art Director: Suntaeck Kim, Taeyul Ko
Creative Strategist: Junpyo Kim
Copywriter: Sungwon Won
Project Supervisor: Euisun Chung
Account Director: Choong Young Woo
Account Executive: Bruce Sung, Heejeong Yun
Account Coordinator: Eun Kyo Yang

3D Animation Production Company: Almaloco
Visual Director: Hyo-Sang Lim
3D Designer: Chang-Bin Kam
Manager: Hyeon-Jin Lee

Film Production Company: Junpasang Production
Executive Producer: Kyounghyun Kim

Sound Production Company: Stone Sound Works
Sound Designer: Sunglae Hong

Print Production Company: Bounce Creative​
Designer: Wanmo Koo


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