DanceAwesome

Client: Samsung

Agency: R/GA NY

Highlights: D&AD Graphite Pencil, 2020 | Andy Awards Gold, 2021 | One Show Shortlist 3x, 2020 | 20 Billion+ TikTok Views (A record at the time)

How a generation that skips ads ended up creating 4 Million of them for the Samsung Galaxy A.

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 highly sensitive to the usual advertising BS. So, to promote the Galaxy A and win back Gen-Z, we couldn’t rely on the same old song and dance, we had to create a new one—literally. And we had a little help from BLACKPINK.