Fold it. Flip it. Flex it. Or, for that matter, unfold it straight on Dubai and Sharjah roads. In a fresh new OOH campaign, UAE telco giant du promote the latest Samsung Galaxy Z Series by launching an ad that is minimalist, interactive, and context-based. Punctuating the official launch wave for Samsung, this is not just another tech commercial for a mobile device; it's asking to unlock potential, following on their previous pop-up. The copy is short, but clever: Unfold AI genius on the Samsung Galaxy Z Series. Win 300 GB on us. It’s all a simple value exchange and a play on the foldable nature of the phone. The graphics do the heavy work: a skinny close-up of the Galaxy Z Flip and Fold phones, their advanced silhouettes simplified against a crisp gradient background. The screens are shown half-folded, gently pulsing, with a prism-like shine that conveys the holographic charm of high-end exclusivity. It's luxurious, covetable, and undoubtedly futuristic. The design intelligently makes the most of contrast: the blue-lit devices are separated against beige or gray backgrounds, and the 300 GB on us promotion is tucked quietly away, never covering up the hardware hero. The logo placement of du on the side evenly distributes visual weight, along with the Arabic counterpart of the ad. Geographically, the campaign takes over bridge billboards and road-side hoardings on busy roads in Dubai and Sharjah, where tech-savvy commuters and random passersby both are sure to catch a glimpse of the fall. The format selection, large, clean, and high on the street, is an extension of the phone's slender verticality. There's a literal alignment of message and medium: this is a folding product that needs room to spread out, and these billboards give it that stage. With its minimalist look, spatial harmony, and benefit-based terminology, this campaign makes product launch a shared brand moment. Samsung gives the design, du gives the use — and the billboard gives the vision. The campaign landed on hoardings and bridge billboards in the UAE in the first week of August.
