Samsung Electronics has launched its global ‘Welcome to Foldables’ campaign via Cheil Australia, taking over Sydney and Melbourne while lighting up landmarks worldwide. Showcasing the Galaxy Z8 series, the campaign celebrates eight generations of foldable innovation, reaffirming Samsung’s leadership and inviting consumers to experience the future of mobile technology.
Samsung Electronics has unveiled its latest global digital out‑of‑home campaign, ‘Welcome to Foldables,’ created by Cheil Australia. The initiative is taking over Sydney and Melbourne while simultaneously illuminating major international landmarks, marking a celebration of eight generations of innovation and leadership in the foldable category.
Since pioneering the foldable phone market in 2019, Samsung has transformed what was once a niche experiment into a mainstream arena where global mobile brands now compete. The campaign underscores this milestone by showcasing the Galaxy Z8 series in major cities worldwide, extending a warm invitation to consumers and reaffirming Samsung’s position as the category leader.
Foldables have evolved into intuitive daily companions, with continuous advancements in thinness, durability, multitasking, camera performance and software optimisation. These refinements have earned the trust of millions of users globally. The newly launched Galaxy Z8 series—comprising the Galaxy Z Fold8, Z Fold8 Ultra and Z Flip8—is now available in Australia, offering consumers a choice of devices tailored to different lifestyles.
The campaign’s Australian rollout is particularly striking, with landmark takeovers across Broadway and George Street in Sydney and the Emporium in Melbourne. Samsung has also introduced two special OOH builds: one at Pyrmont Bridge in Sydney and another at Melbourne Central Centre. These installations highlight the versatility of the new foldable range, reinforcing the message that there is a foldable for everyone.
By lighting up iconic locations, Samsung is not only celebrating its technological achievements but also inviting the public to experience the future of mobile design. The campaign positions foldables as more than just devices—they are lifestyle companions that redefine how people interact with technology.
The ‘Welcome to Foldables’ initiative reflects Samsung’s broader ambition to integrate innovation seamlessly into everyday life. It is both a celebration of past progress and a statement of intent for the future, signalling that foldables are here to stay and will continue to evolve.
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