The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Multi-Country or Global / Consumer / Brand
Annual ID
OS_CE20_033M
About the Work
The Samsung Galaxy A is a phone targeted at Gen-Z, but Gen-Z was turning their backs on Samsung. This is a generation who’s on their phones 24/7 and is sensitive to advertising bullshit. So to promote the Galaxy A, we cut the fluff and turned the three things that matter to them—an awesome screen, awesome camera and long-lasting battery life—into the exact words of a song, and a dance with help from K-pop mega-band: BLACKPINK. We dropped it as the #danceAwesome challenge on TikTok, resulting in 4.7M user videos, 16B views, and a significant increase in purchase intent.
2020 Awards
Total Points: 2
Merit
Credits
Agency
R/GA / New York
Wieden+Kennedy / Amsterdam
Production Company
Catch & Release / New York
Post Production Company
RCO / New York
Media Distribution Company
Starcom / Chicago & London
Creative Director
Rene Van Wonderen
David Stevanov
Augustus Sung
Rodrigo Burdman
Designer
Bernise Wong
Sung Hoon Rhee
Editor
Alexandra Redd
Executive Creative Director
Nick Pringle
Aaron Mosher
David Yankelewitz
Executive Producer
Hera Huang
Jasmine Arakel
Sound Designer
Pete Karam
Writer
Rowan Mansfield
Account Team
Michael Beverley
Madeline LaRocca
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