Samsung At Piccadilly Circus
September 18, 2015
Samsung UK is turning its Piccadilly Circus Screen into an interactive rugby game called ‘Penalty kick’, supporting the launch of Samsung’s Galaxy S6 edge range.
Cheil UK is responsible for the campaign concept and delivery including developing the ‘Penalty kick’ game. The ‘Penalty Kick’ game crams features usually only found in AAA console games into a mobile browser. Using the latest HTML5 APIs such as WebGL and the advanced PlayCanvas engine the game features 3D graphics and audio in a real-time physics simulation.
Fiona FitzGibbon, head of media at Cheil UK, told us “In ‘Penalty kick’ we’re utilising one of the most iconic screens in the world. Cheil UK is always looking to push the boundaries of digital out of home for Samsung UK and creating our own game is another example of this, and another in a long line of firsts for the agency. ‘Penalty Kick’ will bring a new level of interactivity and innovation to Samsung’s prestigious screen.”
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