ANTIdiaRy
Award: Graphite Pencil
Graphite Pencil / Branded Content & Entertainment / Immersive / 2017
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.
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