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