The brief
Flipkart approached SW Network with a unique challenge for the launch of the Samsung Galaxy F55. The objective was to highlight its ultra-lightweight design in a way that grabs attention and sparks conversation. The campaign needed to go beyond traditional advertising and create a visually striking execution that would get people talking, both offline and online.
Flying Billboard. Flying Billboard. Flying Billboard. Flying Billboard. Flying Billboard. Flying Billboard. Flying Billboard. Flying Billboard. Flying Billboard.
IDEA
If the phone is unbelievably light, the ad should be too. Instead of a regular billboard, we created a flying billboard, a bold and eye-catching execution that visually reinforced the phone’s key feature. The copy, “Phone as light as this Ad,” turned the medium itself into the message, making it impossible to ignore.
Insight
Consumers often associate premium smartphones with cutting-edge features, but weight is an overlooked factor until they experience the difference firsthand. A phone that is exceptionally light feels almost unreal. This made it the perfect opportunity to exaggerate this feature in a way that surprises and delights the audience.
Execution
SW Network brought the idea to life by launching an actual floating billboard, creating a surreal and attention-grabbing moment. Placed in high-visibility locations, the airborne ad immediately piqued curiosity, with people stopping to take photos and videos. As the visuals spread across social media, the campaign generated massive organic engagement. Users shared and talked about the lightest phone in its segment, turning an exaggerated idea into a viral conversation.