One lazy summer day, Petar suggested “Let’s go camping.” He had no idea that this idea would spark a new wave of adventure, mystery, and marketing magic.
Welcome to Raspustolovina 2, the sequel to the series that last summer, through a joint project by Samsung Adriatic and the McCann Belgrade agency, a member of the AMA Group, redefined digital storytelling and showed how a brand can naturally embed itself into the everyday lives of young people as a companion in adventure, not just another ad.
From YouTube Series to Award-Winning Strategy
Last year’s campaign was anything but ordinary. Instead of an ad, we had a series. Instead of a passive audience, we had a community solving puzzles. Instead of a “salesy” narrative, we had a story about friendship and technology as an ally.
Raspustolovina told a five-episode story about a treasure hunt, and about how Samsung Galaxy devices become part of young people’s daily challenges. With 3.8 million views, 13 million impressions, and two Kaktus awards, the campaign became a benchmark for digital content.
New Season, New Rules of the Game
In Raspustolovina 2, our heroes are older, their relationships more complex, and the adventure even more thrilling. This time, the plot moves into nature, to a camping trip, where they encounter crop circles, mysterious lights, and new clues. But also inner conflicts: some of them feel they’ve “outgrown” these adventures. Still, friendship and curiosity prevail once again.
Samsung devices remain key: Galaxy AI helps solve riddles, Galaxy Watch counts steps to the next location, and Galaxy Tab maps the clues. Technology is not just a tool—it’s a fundamental part of the story.
A Campaign That Understands Its Audience
- The format young people love: short Instagram videos, recaps, teasers, quizzes, and influencer interaction, all leading to YouTube, where full episodes are available.
- Authenticity: influencers are part of the storyline. This season, they also engage in the comment sections under episodes, offering hints and additional dynamics.
- Gamification: quizzes are simplified but repeated—at the end of each episode and as static Instagram posts. The focus is on comment engagement.
- Afterlife content: Q&As with the cast, reels of the funniest behind-the-scenes moments, extra content on Twitch and Snapchat.
The Secret to Success
The success lies in the fact that this campaign doesn’t try to sell, it tries to connect. Samsung doesn’t tell young people what to do, it invites them to participate.
In today’s world, where attention is the most valuable currency, Raspustolovina proves that true value lies in how many people participate and enjoy the content. Instead of just appearing in the story, the brand becomes its main driver. Samsung didn’t just show what its devices can do—it allowed the audience to truly use them through one thrilling adventure.
