Samsung x ANTI Diary
Project: Rihanna’s ANTI Album Launch with Samsung
Agency: 72 & Sunny + R/GA + Punchdrunk
Channels: Broadcast, Digital, Social, Mobile, Experiential
Air Date: January 2016
Team: WeiWei Dong, Matthew Carey, Guillermo Vega, Ricardo Heiber, Kerli Teo, Yaya Zhang, Mandy Wakimoto, Dylan Levy, Tim Grover, Brandon Mai, Lora Shulson
Recap: In this collaboration with Rihanna’s creative team, immersive theater company Punchdrunk and digital partner, R/GA, fans followed Rihanna on an 8-week episodic journey through films, immersive mobile stories and real world events uncovering the hidden meaning behind the music on her new album, ANTI. Samsung released the album firs exclusively to fans who followed the clues to find their way to Rihanna’s origins. We created an experience, along with an 8 chapter film following Rihanna on a surreal and intimate journey from an innocent girl to a global icon, that would take fans deeper into an artist’s world than they had ever gone before.
Press: LA Times, NY Times, Entertiainment Weekly, Vogue, Elle, Adweek, Rolling Stone, The Guardian, Cosmopolitan, Pitchfork, MTV, Harper’s Bazaar, Billboard, IAM Mixx, Essence, Maxim, Noisey, Vice, Cos, Fuse, Bustle, High Snobery, Business Insider, Fader, .Mic
Awards:
2016 Cannes Lions Bronze - Promo & Activation
2016 Cannes Lions Bronze - Cyber, Influencer
2016 Cannes Lions Bronze - Cyber, Community
2016 Cannes Lions Bronze - Cyber, Video
2016 Cannes Lions Shortlist - Mobile 2016 Cannes Lions Bronze - Entertainment
2016 LIA Gold - Design, Branded Content
2017 D&AD - Graphite Pencil/Branding/Digital Brand Expression
2017 D&AD - Branded Content & Entertainment 2017 OneShow - Gold/Mobile Gaming
2017 OneShow - Merit/Design Digital
2017 OneShow - Mobile
Samsung / ANTI Diary
Launching the fastest album to go Platinum in history, with an intimate and surreal journey into Rihanna’s psyche.
Samsung X Rihanna / ANTIdiaRy / Case Study
