DECEMBER 19, 2016

ANTIdiaRy was a partnership between Rihanna and Samsung orchestrated by Edelman’s digital team. The goal was to drive visibility for Samsung’s mobile devices and promote Rihanna’s upcoming album and tour. She reportedly received $25M for the collaboration.

The first mysterious ad premiered at the American Music Awards – it directed viewers to antidiary.com. “BBHMM” played lightly in the background, the scenes were haunting, and – most importantly – you had no clue what this was about – except, somehow, you knew this was Rihanna. The ad – especially for Rihanna fans – incited such incredible curiosity that you had to go see what it was all about. And, if you didn’t, it was going to drive you crazy.

Once viewers went to Antidiary.com, they discovered an immersive experience (only Samsung users could experience it in virtual reality). Fans followed a trail of clues to find out more about the album and it’s release date. They were rewarded with downloads, tickets to her tour, and even keepsake boxes with Samsung phones.

Samsung previously partnered with Jay-Z with his release of Magna Carta Holy Grail so it only made sense that they would do it again with his prodigy, RiRi. The experience was unique and on-brand for Rihanna, even though Samsung branding also displayed prominently at the end of each spot.

The ANTIdiaRy experience started a long conversation between fans, Rihanna, and Samsung. It associated a major brand with a Top 10 music artist. The result was one of the fastest albums to ever go platinum – and some major positive impressions for Samsung mobile devices. This is a great example of video storytelling being an indispensable part of a successful advertising campaign.

This is definitely WORK WE ADMIRE.

November 14, 2016

We can talk about The Richards Group’s videos forever – they consistently produce some of the best creative in the business. But one piece that really stood out to us was Wolf’s “Reclaim The Kitchen” story. The message was universal and undeniable: A home-cooked meal can bring the family together around the table. And guess what? Wolf can help. You don’t have to be a master chef – just start with one night a week and build from there!

The visuals instantly grabbed our attention – every moment was aesthetically interesting. The art direction was impeccable – featuring plenty of bright, vivid textures. The high-resolution video allowed their post team to add dynamic, digital dolly moves on top of stop-motion animation. And the photography, in general, was well-styled and in keeping with the current crop of food porn on TV. Think Chef’s Table on Netflix. All of this kept us engaged. Other strong production elements included tasteful music and a nice voiceover that supported the client’s message – poignant, but not melodramatic or distracting.

The message was powerful. Wolf is a champion for healthy families. The structure was clean. There’s a problem in America – too much fast food and no family time; and there’s a solution – family dinners (powered by Wolf). Perfect. It’s a universally accepted problem, and a universally accepted solution – except Wolf is positioned as the owner of the solution. People, profit, planet…ESG…you know the deal. Wolf is a good choice for everybody.

Great job, TRG – this is definitely WORK WE ADMIRE!