It’s nice to see that after all the drama associated with its exploding phones, Samsung isn’t burying its head in the sand.
For its S8—the phone it’s released to replace the combustible Note 7—the brand is prepping the biggest flagship phone launch in its U.K. history, with the world’s largest smartphone. Samsung surveyed about 2,500 Brits to find out which views they loved most in the country, then went to those locations—which include Saint Ives, Stonehenge, Snowdon and London—toting an enormous S8 frame.
Alongside Matthew Cattell, the U.K.’s 2016 Landscape Photographer of the Year, it set the frame up in the country’s 20 most gorgeous spots and let people play in and around it, creating living examples of the crisp view S8 users will have in their hands.
The smart phone frame is about 7-by-3 meters (23-by-10 feet) and will tour the 20 most picturesque spots in the country through April and May. Its screen sports a “play” button to mimic the brand’s Infinity Display.
The Samsung Galaxy S8 and S8+ are available for pre-order until April 19, and will officially launch in the U.K. on April 28. Below are a few more campaign shots.
For more images from the campaign, check out the brand’s Flickr.