Jen D'Angelo

Rihanna teamed up with Samsung to create the first album launch of its kind: ANTIdiaRy.

Over the course of ten weeks, the campaign blurred the lines between virtual reality, social, and the real world — completely reimagining the way an album is released. 

Bronze Cannes Lion: Cyber (Influencer/Talent)
Bronze Cannes Lion: Cyber (Community Building/Management)

Working with 72andSunny, R/GA, and Punchdrunk, we created an immersive site that brought the story behind Rihanna’s upcoming album to life. As new experiences unlocked on the site, we drew fans in again and again through a fictional character: @IAmTheKeyholder. Each post was filled with mysterious clues — leading fans to real-world events, hinting at easter eggs on the ANTIdiaRy site, and foreshadowing what was yet to come. 

As the campaign progressed, we sent Rihanna's most diehard fans Galaxy Note 5 phones loaded with cryptic voicemails and photos. By working together, fans decoded the clues and were led to a real-world event on Wall Street, which brought films from the ANTIdiaRy site to life before their eyes. 

The voicemails:

Ten other fans received vintage boxes in the mail. Each was filled with artifacts, clues, and skeleton keys — which gave fans entry to Rihanna's ANTI tour. The only way to unlock their box was by sharing a photo with their social followers. Which they did, eagerly.

The end result? #ANTIdiaRy trended globally within hours. Samsung pride skyrocketed. And ANTI became the fastest album to go platinum in history.