Flip the Wave
Samsung
Samsung
To celebrate the Paris 2024 Olympics, Samsung Belgium wanted to connect every Belgian to the Olympic spirit in a meaningful way. Inspired by the folding design of the Galaxy Flip6, the official Olympic phone, we created Flip the Wave: a participatory DOOH campaign that turned fans into part of a virtual Mexican wave. By simply raising their hands, taking a photo, and uploading it, fans became visible supporters of Team Belgium on digital screens across the country. The result was a shared moment of pride that brought the excitement of the Olympics straight into the streets.
The Challenge
As a long-time Olympic sponsor, Samsung Belgium wanted to go beyond visibility and create real involvement. The challenge was to activate fans at scale and turn national support into something people could literally see and be part of, in public space.
Our Approach
We invited Belgians to join a never-ending virtual Mexican wave. Fans uploaded a photo with raised hands, which was automatically cut out using AI and placed into a virtual stadium. Their image became part of a flowing wave displayed in real time on DOOH screens nationwide. In collaboration with media partner Space, the campaign ran across major DOOH networks including Clear Channel and JCDecaux. The activation peaked with a full takeover of Brussels South station during Team Belgium’s homecoming, turning the space into a live celebration of collective support.
Results
- 32+ million impressions across Belgium
- 3+ million DOOH playouts
- 1,800+ fan photos integrated into the wave
- Presence across 80+ cities and nearly 500 DOOH locations