R/GA

New York, United States
Title#danceAwesome
Agency
Campaign #danceAwesome
Advertiser Samsung
Brand Samsung Galaxy A
Date of First Broadcast/Publication
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
Senior Strategist
Editor
Senior Animator
Senior Animator
Senior Sound Designer
Animation
Animation
Animation
Animation
Agency
Agency
Colorization
UGC Curation and Clearances
Associate Creative Director
Associate Creative Director
Associate Creative Director
VP, Group Executive Creative Director
Executive Creative Director
Executive Creative Director
Copywriter
Creative Director
Senior Designer
Designer
Group Account Director
Management Supervisor
Group Director Production
Lead Producer
Strategy Director
Senior Connections Planner
Strategy Director Influence
Executive Content Producer Studios
Director of Content Print Production
Senior Content Producer of Studios
Senior Content Producer of Studios
Director of Business Affairs
Business Affairs Manager

Our Work