Samsung Raspustolovina

Creative idea

Samsung created Raspustolovina, a YouTube mini-series for Gen Alpha. Across 2 seasons, 10 episodes, and 6 characters, the story used Samsung devices and AI technology as companions to solve puzzles and explore the world. The series encouraged kids to go outside, socialize, and discover new things. Rather than seeing devices only as screens for passive scrolling, the campaign positioned Samsung devices as tools for learning, play, and creativity.

Brand name: Samsung Srbija
Advertiser / client: Samsung Srbija
Product / service: Consumer Electronics
Campaign name: Samsung Raspustolovina
Agency network: MCCANN WORLDGROUP
Agency: McCann Beograd
Media agency: Universal Media
Additional company: Universal Media
Production company: Universal Media
Web address: https://www.youtube.com/watch?v=9RliGEfK73c&t=10s
Agency chief executive officer: Maja Antic
Executive creative director: Jana Savic Rastovac
Creative director: Vladimir Simic
Copywriter: Dragana Bozic
Designer: Milica Zeljkovic
Account director (agency): Jelena Urosevic
Media director: Mihajlo Petrovic
Managing director: Radojka Boskovic, Katarina Pribicevic
Strategic planner / strategist: Aleksandar Milojevic
Film production: Tuna Fish Studio
Director: Rasko Miljkovic
Director of photography: Marko Mladenovic
Music: Bilo nekad - Mitsko bice
Screenwriter: Vladimir Simic
Agency producer: Jelena Radenkovic
Post production producer: Sanja Milovanovic