How a Generation That Skips Ads Created 4 Million of Them For The Samsung Galaxy A

To promote the Galaxy A to Gen Z, a generation that is sensitive to advertising bullshit, we cut the fluff and turned the three things that matter to their 24/7 social media life—an awesome screen, awesome camera and long-lasting battery life—into the exact words of a song, and a dance with the help of K-pop mega-band: BLACKPINK. Then we dropped it on TikTok. Boom.

D&AD / Graphite Pencil / Entertainment
One Show / Finalist / Creative Effectiveness
One Show / Finalist / Direct Marketing

ANDYs / Gold / Idea
AICP / Shortlist / Digital Experiences
AICP / Shortlist / Social

20B

Views to date

>4M

User-generated Videos

110%

Lift in purchase intent

Engaging the dance community.

Customized #danceAwesome boomboxes with an accompanying instruction card were sent to highly popular dancers like Kida the Great and Les Twins for an unboxing and a dance demo.
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GIF Collection.

With the help of German 3D artist Antoni Tudisco, we leaned into the fun by designing a collection of gifs and stickers that Gen-Zers could use on TikTok.
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Making it easy for everyone
to learn the dance.

We put together a simple dance tutorial with the help of BLACKPINK’s dancers. Graphic cues were paired for specific movements to aid the learning.
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Augustus Sung is a multi-disciplinary 
Creative Director and writer 
currently based in New York.

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