Death Stranding is a 2019 action game from Kojima Productions in which courier Sam Porter Bridges reconnects isolated settlements across a post-apocalyptic United States. Keep on keeping on became the game's unofficial motto, repeated by characters and players as shorthand for carrying on despite exhaustion, hostile terrain and constant setbacks. As clips and gameplay videos spread online, the short phrase took on a second life as a motivational sound, shared by fans who had finished long deliveries and by creators who wanted a quiet, determined ending rather than a loud celebration.