Samsung KX x Mabel – Vertical gig

Considering 94% of mobile use is vertical, it was time for a gig to be created bespoke for this format. Working with rising international star Mabel, The Vertical Gig broke new ground for a live music performance, attracting a 2,000-strong crowd and beamed live across social in a 9:16 format for the Insta generation. It was also broadcast on the iconic screen in London's Piccadilly Circus and garnered media attention around the world. The hashtag became Samsung UK's most successful.