Samsung and TBWA\Belgium create two entire exhibitions in just one night with world-renowned photographers Mous Lamrabat and Johan Lolos

Can you create an exhibition in one night? Mous Lamrabat - who’s pictures you may have seen on the covers of Vogue US, Vogue Arabia, Elle and Esquire – and Johan Lolos – who made big reportages in Australia, in Africa, New Zealand and Mongolia – prove you can with the expo ‘What You Missed Last Night’. To promote the new Samsung Galaxy S23 they wandered the streets of Antwerp and Liège for one night and captured all the unexpected and beautiful moments Belgians missed while they were asleep. The new camera in the Galaxy S23 Ultra doesn’t only capture exhibition-worthy pictures by day, but also by night, thanks to the Nightography function.

Mous and Johan both started capturing photos at sunset and kept going until late at night. They then selected their favourite pictures, which were immediately printed. At sunrise, 6:53 am to be exact, the photos were ready for the public in an open-air exhibition on March 17th in Antwerp and March 23rd in Liège.


Expo Antwerp - 17th of March 2023


Expo Liège - 23th of March 2023


Pictures by Mous Lamrabat


Pictures by Johan Lolos

Credit list

DOCX - 77 Kb



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About TBWA\Belgium

TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.  

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients. 

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.  

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.    

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.  

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.