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As Rihanna was about to release her highly anticipated album ANTI after several years, Samsung decided to capitalize on their commercial relationship with her by producing an activation mini-series that chronicled her artistic journey up until the culminating moment of the new album's release. With this move, the tech giant aimed to push the boundaries of exploiting influencer marketing, showcasing its innovative spirit and forward-thinking approach to everything they do.
The main focus of the project was releasing weekly episodes, eight in total, with one dedicated to each album in her discography. Each episode, presented in a VR experience format for smartphones, featured interactive 360 videos and original soundtracks.
Both in the interactive episodes and on the website, and even in outdoor advertising, data, riddles, and codes appeared that Rihanna's fan community collaborated to decipher, which could be used to unlock the next episode.
Upon reaching the final episode, Samsung phone users could download the album for free, even before it appeared on digital platforms.
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.
This project won multiple awards at global events such as Cannes Lions, The One Show, D&AD and CLIO.
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