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Samsung Uses Paper Art to Convey 'Everyday Wonders' of Galaxy Note 3 and Gear in New Global Out-of-Home Campaign

October 23, 2013

GALAXY Note 3, Note3

Pop-up book advertisements broadcasting at five iconic landmarks around the world – New York, London, Amsterdam, Milan and Singapore


New York, USA - October 22, 2013 - Digital displays at iconic landmarks of five cities around the world have gone analog with a series of short films by renowned paper artists that promote the newest mobile devices by Samsung Electronics Co., Ltd. Focusing on the Galaxy Note 3, the new out-of-home advertisements utilize the craft of paper art to detail in a simple, yet striking fashion the individual features and functionality of the device within the pages of a pop-up book. The advertisements will run on prominent out-of-home displays in New YorkLondon, Amsterdam, Milan and Singapore through the end of the year.

In each market, a short film featuring a distinctly local pop-up book conveys the everyday wonders that can be achieved by the Galaxy Note 3 in combination with Galaxy Gear. Air Command, Action Memo and S Finder are just a few of the features demonstrated in each artist’s pop-up book, showcasing the utility of the features in a manner that is simultaneously classic and modern. The films were created by the world's top paper artists: Benja Harney, David A. Carter(*Interview), Marion Bataille, Maeve Clancy and Ji Won Shin. The design of each pop-up book has been inspired by its respective city.

“For me, working with paper is full of inspiration and challenge. It's an endlessly inventive medium with a simplicity that really speaks to us in our modern digital world.” said Benja Harney, the creator of Samsung’s New York display. “I think Samsung's decision to demonstrate functionality through a hand-crafted and interactive paper approach is a brilliant collision of utility and creativity. I hope the passion really draws people in.”

“By utilizing this unique medium in our out-of-home advertisements, we are able to communicate to our consumers more creatively the rational and emotional benefits of our devices,” said Younghee Lee, Executive Vice President of Global Marketing, IT & Mobile Division at Samsung Electronics. “In tapping various artists to create localized and culturally relevant pop-up books, we aim to illustrate a brand new mobile communications experience in a way that will both inspire and entertain people as they pass by these iconic landmarks.”

To view the advertisements online,

please visit Samsung Mobile Global Youtube channel:


About the artists

• Benja Harney / Times Square, New York - Bespoke paper engineer whose client list ranges from high-end fashion designers to iconic film directors

• David A. Carter / Piccadilly Square, London - American author and illustrator best known for the best-selling Bugs series of pop-up books, which have collectively sold more than six million copies

• Marion Bataille / Rembrandt House, Amsterdam - Graphic and book designer and bestselling author of the pop-up books ABC3D and 10

• Maeve Clancy / Duomo, Milan - Talented animator, illustrator, television production designer, and creator of the weekly webcomic Flatmates

• Ji Won Shin / Orchard Road, Singapore - Children’s pop-up book artist renowned in Korea

About Galaxy Note 3 and Galaxy Gear

Available in Jet Black, Classic White and Blush Pink at launch, the Samsung Galaxy Note 3 delivers a larger, more vivid screen for the best viewing experience and more powerful multitasking, and introduces significant S Pen improvements that make everyday life easier and faster. When paired with the Galaxy Gear, the Galaxy Note 3 offers an entirely new and seamless mobile experience, letting users operate the device hands free. Consumers can personalize their Galaxy Gear experience by choosing from six colors available at launch: Jet Black, Mocha Gray, Wild Orange, Oatmeal Beige, Rose Gold and Lime Green. Both Galaxy Note 3 and Galaxy Gear are currently available in more than 140 countries around the world.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. We employ 270,000 people across 79 countries with annual sales of US$187.8 billion. To discover more, please visit

Samsung Uses Paper Art to Convey 'Everyday Wonders' of Galaxy Note 3 and Gear in New Global Out-of-Home Campaign