CHALLENGE

To support the launch of the new Samsung Galaxy S9 and S9+, Samsung needed to showcase one of its key innovations, Super Slow-Motion video, in a powerful and highly visible way, within a media-saturated urban environment. The challenge was to turn a technical feature into a striking, memorable experience capable of standing out in one of Spain's most iconic advertising locations.

SOLUTION

Samsung and Cheil Spain created Parkour Screens, a bespoke audiovisual production designed specifically for the nine synchronized digital screens al Plaza del Callao (Madrid).

The video featured professional traceurs performing parkour, leaping from one screen to another as if the screens themselves were part of a single urban playground. The action was combined with dramatic slow-motion sequences, visually translating the Super Slow-Motion capabilities of the Galaxy S9 and S9+ into a real-world experience.

The execution seamlessly merges creativity, technology and urban space, transforming digital out-of-home advertising into a live, immersive spectacle. 

RESULTS



The activation turned Plaza del Callao into a visual landmark comparable to Picadilly Circus or Times Square, generating strong public attention and brand visibility.

Parkour Screens successfully demonstrated the Super Slow-Motion feature in a tangible and memorable way, capturing the interest of pedestrians as well as specialized and mainstream media.

The campaign strengthened Samsung's positioning as an innovative brand that brings technology beyond the device itself, earning industry recognition and inclusion in major creative showcases and archives.