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Can't Stop

Award: Wood Pencil

Wood Pencil / Radio & Audio / Innovative Use of Radio / 2017

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 —we don’t discriminate. Just don’t stop.

In the first week alone, 1.2M people got moving, and awareness for the Move collection went up 36%.

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