Largest Digital Sign in Europe Debuts Samsung Galaxy S7 edge


How does a company implementing a digital sign or billboard maximize dwell time and overcome smartphone obsession in today’s globalized world of personal touchscreens? By fashioning a bigger-than-life and utterly unavoidable digital billboard featuring the latest smartphone, of course. The legendary rivalry between Apple’s iPhone technology and the Android alternatives rages on as Samsung Electronics introduces the new Galaxy S7 edge on one of the largest digital canvases in the Western world.

This towering office building fitted with LED signage in Sokol, Moscow measures 80 meters high by 40 meters wide and is seen by about 800,000 passersby each day. It’s also visible as far as Moscow’s Gidroproekt building, which is more than 2 kilometers away. In other words, size definitely matters here.

Check out the simple and effective video below of the projection against a twilight Moscow sky. With musical accompaniment that echoes the work of Greek composer Vangelis, this ad campaign and video are oddly reminiscent of Ridley Scott’s 1982 masterpiece Blade Runner in more ways than one. And, in this case, we mean that as a compliment. Point Android.

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa,, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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