Again, but this time

Celebrating magical moments of rediscovery and the activities we’ll soon be able to do again now that lockdown restrictions are easing.

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Samsung UK has launched a nationwide OOH campaign, developed by Iris, celebrating the activities we’ll soon be able to do again now that lockdown restrictions are easing. The campaign aims to raise awareness of its flagship phone, the Samsung Galaxy S21 5G Series via high-impact and high reach large format OOH takeovers.

‘Again but this time’ shines a light on aspects of life people will soon be able to rediscover as lockdown restrictions gradually lift. Striking imagery shows Brits getting back to moments they loved but perhaps took for granted prior to lockdown. ‘Jab jab hook again’ is about getting back to exercise classes that aren’t in a muddy field. ‘Proper weekends again’ celebrates the joy of friendship, via the banter of five-a-side. And ‘Butterflies again’ captures the anticipation of dating – IRL – for the first time in months. A total of six executions share the excitement of life getting back to normal – but through the lens of a Samsung Galaxy S21 5G with 8K resolution, Night mode and Vlogger mode.

The campaign, created by Iris, taps into the mood of anticipation felt throughout the nation, as we all collectively embrace fewer restrictions. The work is based on the belief that as people start to emerge from lockdown, they don’t necessarily want to go out and try new things, but in fact, will want to rediscover the familiar things they’ve missed.


We are Iris. A creative, strategy and innovation company that uses the power of participation to move your business forward. We are 'For the forward'. Our purpose is to excite progress for our clients, people and the wider world. This is the ethos that runs through our 14 offices around the globe.