Samsung is promoting the Galaxy Note 8 smartphone in Ireland by turning Dublin's Samuel Beckett Bridge into a giant playable harp.
Architect Santiago Calatrava's harp-inspired bridge was linked to a real harp, played by harpist Aisling Ennis, via software that lit up cables of the bridge as she plucked each corresponding string. The process is demonstrated via the smartphone's screen.
Creative agency Guns or Knives was responsible for the stunt, working with projection mapping expert Pauric Hackett of "Make and Share" on production. The event is now playing out via a series of social videos.
Guns or Knives creative director Adam Crane comments in a statement: "As a recognizable Irish symbol, the Samuel Beckett Bridge has drawn attention from brands before, but we were determined to make the public see it in a completely new light."