ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

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2017 ADC Awards - Advertising

ANTIdiaRy

Agency R/GA / New York

Client Samsung
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Annual ID

ADC_ADV17002B

About the Work

Rihanna’s fans had been waiting more than three years for her 8th studio album. But she had more than music to give them. She had a story to tell. Together, Samsung and Rihanna decided to reinvent the album launch. They created an experience that would take fans deeper into an artist’s world than they had ever gone before, making them part of the story itself. ANTIdiaRy created a social media frenzy as fans and entertainment lovers speculated when the album would drop, and how. As a result, Rihanna’s “ANTI” became the fastest album to go platinum in history – in 14 hours.