Ever been to Waterloo station? If so, you'll probably have noticed the barrel-shaped beast that is the BFI IMAX cinema which houses the biggest UK cinema screen across an entire roundabout junction. In an outdoor advertising media premiere, creative agency Cheil have coordinated a campaign to catapult the release of Samsung's new Galaxy S4 mobile phone.Two supersized digital screens were installed to communicate the impressive 'Drama Shot' camera feature of the Galaxy S4, which allows users to create a montage of sequential still images from a moving shot. The cinema screen itself measures 26 x 20 metres, meaning that the IMAX building subsequently presents a vast space for marketing creativity, with its cylindrical structure allowing comprehensive visibility.Each outdoor LED platform boasts almost 75 square metres of space, ensuring that the city is fully aware of just how impressive Drama Shot can be.
In a further offshoot of the campaign, which also treads unchartered advertising territory, "Eat Street" at Westfield London Shopping Centre saw its digital screen fitted with speakers to demonstrate the phone's Sound & Shot feature, which allows background noise to be included with a still image.