OOH has a longer history than TVC or Print media. However, with just one-sided logo play, people are beginning to lose interest. We decided to change traditional 'ugly media' into a more attractive experience. Instead of a typical media dumping of information, we would have people come together voluntarily in common understanding so that a place of interest would be created.

And so that anyone could experience the complex functions of new Galaxy products in a fun and enjoyable way we decided to recreate landmark DOOH’s in the center of New York, London and Milan into various kinds of Open Spaces.

For the release of Galaxy Note 10.1, each function was presented with a video we created using a collage technique, with the open concert hall of a British rock band, or an open gallery using chic New Yorkers as the subject matter. We also made and screened a mystery movie about a a diamond heist in a decadent mansion in Milano and the subsequent case to find the culprit.

Experience the S pen in London Piccadilly Circus

People who experienced the illustrated book and Wonder Book were able to directly experience the different functions of the Galaxy Note 3 without any kind of complicated explanations. Through YouTube, this video received an explosive reaction from consumers with over 1.5 million views. And these seemingly little features brought remarkable changes to what people can expect out of everyday life.