Client • Samsung Agency • R/GA — 2020
Team | Rene van Wonderen, Rowan Mansfield, Augustus Sung, David Stevanov
Campaign — Samsung Galaxy A
To promote the Galaxy A to Gen Z, we cut the bullshit and turned the three things that matter to them - an awesome screen, awesome camera, and long-lasting battery life - into the east lyrics of a song, recorded by K-pop megaband BlackPink.
We then dropped it as the #danceawesome challenge on TikTok. It got Gen-Z dancing to a song about the Galaxy A’s features, resulting in 4.7M user videos, and 19 billion views to date.
A collection of Galaxy A sticker design (gif) for the 2020 — Samsung Galaxy A (DanceAwesome) Campaign.
Illustrated by -- Antoni Tudisco (@antonitudisco)
-- Clement Chia (@cmttat)
++ Additional
brand character design &
brand expression
Dance Challange Instruction card
Illustrated by -- Jeremyville
Selected Works
Nike x NYvsNYNike
Aesop OasisAesop
Trendex StoneTrendexStone
Evolved By NatureSilk Inc
Samsung Galaxy ASamsung
PICIParker Institute
Nike x USONike
VesperVesper
Viking Viking Cruises
M&MM&M Digital Experience
YAKOLive Nation
PATHPath Foundation
ESPN: DREAM CAMPESPN
SiriusXMSiriusXM
PaccayaPaccaya Foundation
Wisdom By KidsJohnson and Johnson
Uniqlo x UTUniqlo
KATE'SButcher & Cookshop
J I A W E ITongrentang
RGA+R/GA
Summer CampaignSamsung
Project Paris (2019)Pepsico
Project Y (2019)Pepsico
Project Z (2019)Pepsico