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

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 Credit list.docx - 77 KB



About TBWA\Belgium

TBWA\ is and has been a top-3 ranked agency for the last decade and operates with the strong belief that IDEAS CREATE GROWTH. To make this happen in real life for its local and international clients, TBWA\ has developed and is recognised for its world class brand building and strategic capabilities. TBWA\ is the most integrated communications group in Belgium, bringing many different disciplines together under 1 roof, 1 P&L and 1 culture. These disciplines comprise of in-house strategic advice, advertising, CX design, CRM, media, digital, brand design, public and brand relations, social, event, content & complemented with all related production capabilities. All of this to answer our client’s challenges in a modern, collaborative and comprehensive way.

TBWA\ is the Disruption® Company: the cultural engine for the 21st century business. Disruption® is at the core of TBWA’s strategic and creative development. It is a gateway to great work and unconventional behavior. Disruption is about dismantling the status quo to create opportunities and dramatic business results for our partners.

TBWA was elected Agency of the Year 4 times in the last 12 years and digital Agency of the Year 5 times in the last 7 years. On creative awards, we see them as a great internal motivator and it helps us recruiting new talent. So yes, we’re always in the top 5 in our market. But more importantly, we clearly stand out as the most awarded Effie agency in Belgium: the reason why we were named Effie Beasts last year, as best Belgian Effie agency since the start of the Effies. The Effie Awards honour the most significant achievement in marketing communications: ideas that work. And that’s what we’re all about!

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1930 Zaventem, Belgium