Title | #danceAwesome |
Agency | R/GA |
Campaign | #danceAwesome |
Advertiser | Samsung |
Brand | Samsung Galaxy A |
Date of First Broadcast/Publication | 2020 / 1 |
Business Sector | Mobile Telephones & tablets |
Philosophy | The Samsung Galaxy A is a phone targeted at Gen-Z, but Gen-Z was turning their backs on Samsung. This is a generation that’s on their phones 24/7 and is sensitive to advertising bullshit. So to promote the Galaxy A, R/GA New York cut the fluff and turned the three things that matter to them – an awesome screen, awesome camera and long-lasting battery life – into the exact words of a song and a dance, with help from K-pop mega-band BLACKPINK. It was dropped as the #danceAwesome challenge on TikTok, resulting in 4.7M user videos, 16B views, and a significant increase in purchase intent. |
Media Type | Social Media |
Length | |
Agency | Cheil New York |
Senior Strategist | Kayla Sredni |
Editor | Alexandra Redd |
Senior Animator | DJ Shon |
Senior Animator | Robert Paynter |
Senior Sound Designer | Pete Karam |
Animation | Sivanuj Pavarodom |
Animation | Tom Crew |
Animation | Clement Chia |
Animation | Antoni Tudisco |
Agency | Wieden + Kennedy |
Colorization | RCO |
UGC Curation and Clearances | Catch And Release |
Associate Creative Director | Rene Van Wonderen |
Associate Creative Director | David Stevanov |
Associate Creative Director | Augustus Sung |
VP, Group Executive Creative Director | Nick Pringle |
Executive Creative Director | Aaron Mosher |
Executive Creative Director | David Yankelewitz |
Copywriter | Rowan Mansfield |
Creative Director | Rodrigo Burdman |
Senior Designer | Bernise Wong |
Designer | Sung Hoon Rhee |
Group Account Director | Michael Beverley |
Management Supervisor | Madeline LaRocca |
Group Director Production | Hera Huang |
Lead Producer | Jasmine Arakel |
Strategy Director | Martin Vogts |
Senior Connections Planner | James Mullally |
Strategy Director Influence | Hannah Forbes |
Executive Content Producer Studios | Carol Powley |
Director of Content Print Production | Erica Jensen |
Senior Content Producer of Studios | Nick Williams |
Senior Content Producer of Studios | Dena Lenard |
Director of Business Affairs | Lynda Blaney-Smith |
Business Affairs Manager | Joseph Delerme |