As the UK is totally obsessed with the royal family life in general and the first birthday of Prince George in particular, Samsung wanted to draw Brits’ attention to ordinary people around them. The tech brand teamed up with Cheil UK on a tongue-in-cheek outdoor campaign that celebrated birthday of George—not the royal baby, but George Jagger, a kid from a family living in Matlock, Derbyshire. 

As part of the effort dubbed “100 Days of Family,” the brand took over the big screen in Piccadilly Circus on Tuesday, July 22, for a huge celebration of the first birthday party of a little—not royal—boy. The campaign continues on a special hub of the brand, where it captures in detail how the boy, who shares a name and birthday with the prince, celebrated his first big date.

The site also features a range of family stories that highlight the deep connection between wife and husband, father and son, parents and their little daughter and more. The activation promotes the Galaxy K zoom 2-in-1 device that is the brand’s “latest top of the range smartphone with a 10x optical zoom lens,” which is “the perfect tool to capture and share the story of your family.”