Toronto-based Cheil Worldwide Canada concocted the ‘Express Yourself’ integrated campaign for Samsung Canada based on consumers’ choice of words like ‘dependable’ and ‘reliable’ when asked to describe the wireless brand.

Earlier this month, TV and cinema spots began to execute the theme by using universally understood hand signs to play up the capabilities of Samsung’s mobile phones. Making the point that these devices suit any lifestyle, the ads featured an MP3 phone for music lovers and QWERTY keypad-equipped models for textaholics.

This week, the campaign’s dramatic outdoor phase kicked in with domination – and that’s putting it mildly – of Toronto’s Union Station. It’s currently all but impossible for the thousands of commuters who pass through the hub every day to miss Samsung’s dynamic array of signage and wraps.

To view all the outdoor executions in Union Station, go to: http://glossyinc.com/samsungunion.html.