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2017 ADC Awards - Digital

Can't Stop

Agency R/GA / New York

Client Samsung
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Annual ID

ADC_DIG17088M

About the Work

Fitness devices usually target athletes. Samsung wanted to change that with Move: a collection of fitness devices for everyday people. To raise awareness, we created “Can’t Stop”: an exclusive mix that only plays when you move. The mix—by sought-after music producer Diplo—plays as long as the mobile site detects movement via your phone’s GPS and accelerometer. To hear the whole mix, you have to move for 30 minutes straight. Jump, run, dance, pogo—we don’t discriminate. Just don’t stop. In the first week alone, 1.2 million people got moving, and awareness for the Move collection went up 36%.