| 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 |
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