R/GA New York


Samsung was losing the race to win the next generation of phone owners: Gen Z. They were turning to Chinese brands like Oppo and Huawei who were offering similar innovations and undercutting Samsung on price. The launch of the new Galaxy A was Samsung’s way to bring Gen Z back into the brand. Winning them back meant we had to increase brand favorability and drive purchase intent.

Gen Z lives their lives on social 24/7. Since they quick to call out advertising bullsh*t, we told them exactly why they need the Galaxy A: it has an awesome screen, awesome camera and long-lasting battery life. K-pop group, BLACKPINK, turned those features into a song and dance and we dropped it as a challenge on TikTok. It generated 16B views and drove brand favorability and purchase intent.

Cultural Context
TikTok is a social short-form video app. With +1.5 billion users worldwide, it is the most downloaded app in the world. ~60% of users are 16 - 24 years old. BLACKPINK is one of the most popular K-Pop groups with a fanbase that spans the globe. Another reason we chose BLACKPINK was that they hadn’t released a song in ~18 months, making this their “comeback” (much to the appreciation of their fans).


AICP Next Awards
D&AD Award - Graphite Pencil
One Show - Merit


  • Samsung Electronics Co. Ltd.Client
  • Aaron MosherExecutive Creative Director
  • Alexandra ReddVideo Editor, Studios
  • Antoni TudiscoAnimator
  • Augustus SungAssociate Creative Director
  • Bernise WongSenior Designer
  • Carol PowleyExecutive Content Producer, Studios
  • Clement ChiaAnimator
  • David StevanovAssociate Creative Director
  • David YankelewitzExecutive Creative Director
  • Dena LenardSenior Content Producer, Studios
  • DJ ShonSenior Animator
  • Erica JensenDirector, Content Print Production
  • Hannah ForbesStrategy Director, Influence
  • Hera HuangGroup Director Production
  • James MullallySenior Connections Planner
  • Jasmine ArakelLead Producer
  • Joseph DelermeManager, Business Affairs
  • Kayla SredniSenior Strategist, Studios
  • Lynda Blaney-SmithDirector, Business Affairs
  • Madeline LaRoccaManagement Supervisor
  • Michael BeverleyGroup Account Director
  • Nick PringleVP Group Executive Creative Director
  • Nick WilliamsSenior Content Producer, Studios
  • Pete KaramSenior Sound Designer
  • Sivanuj PavarodomAnimator
  • Sung Hoon RheeDesigner
  • Tom CrewAnimator
  • * RodrigoCreative Director
  • * Martin VogtsStrategy Director
  • * R/GA
  • * Robert PaynterSenior Animator
  • * Rene Van WonderenAssociate Creative Director
  • * Rowan MansfieldCopywriter
Annual 2020 BronzeSamsung Galaxy A - #danceAwesomeSocial Project featured: on 2nd September 2020 Contributor:

R/GA has been a Contributor since 25th November 2015.

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Samsung Galaxy A - #danceAwesome