Together with O2, we launched a social-first campaign to promote the Samsung Galaxy Z Flip3, a modern take on the iconic flip phone, available on O2.

To bring the campaign to life, we tapped into the resurgence of nostalgia, TikTok dance trends, and early 2000s pop culture. Who better to represent that era than Steps, the legendary British pop band?

We surprised the public at The O2 arena with a flashmob-style performance, blending Y2K energy with a 2022 upgrade—just like the Galaxy Z Flip3 itself. The hero 60” film kicks off with a lone dancer setting up his Galaxy Z Flip3 hands-free, ready to film a routine to Steps’ hit track "Deeper Shade of Blue." As the dance unfolds, more performers join in, including O2’s lovable blue robot, Bubl, dancing on a digital screen. The crowd is caught off guard when security steps in to stop the fun—only to reveal Steps themselves, breaking into their signature choreography.

The campaign wasn’t just about nostalgia—it was about showing how the best of the past and present can coexist. The film was partially shot on the Galaxy Z Flip3, demonstrating its hands-free selfies and split-screen functionality in action. To amplify engagement, we worked closely with:
📀 Soho Studio to remix "Deeper Shade of Blue" for a modern audience
🎭 Reubens Feels to craft the story and choreography
📱 TikTok creators and influencers who joined the dance and shared exclusive behind-the-scenes edits

The result? A viral, high-energy celebration that proved the Noughties just got an upgrade.