Reality Backpackers
Celebrity Adventure and the Raw Beauty of Colombia.
Eight reality stars. One remote rainforest. No frills, no filters.
"Reality Backpackers 2" plunges celebrity contestants deep into the raw, untamed beauty of Colombia, armed with nothing but a backpack and each other.
But how might we promote a reality show format by leveraging its unique features to generate awareness and engagement, while distinguishing it
within its category?
Culture Meets Adventure
Colombia is a vibrant collision of
color, rhythm, and spirit.
From the warmth of its people to the wild pulse of the Amazon rainforest, this energy shaped every step of the journey and every frame of the campaign.
AI-Enhanced Visual World
To reflect the vibrant surrealism of Colombian nature, AI was made as an active, creative team member, designing campaign motifs that exaggerated scale, color, and contrast to build intrigue and visual impact.
To reflect the vibrant surrealism of Colombian nature, AI was made as an active, creative team member, designing campaign motifs that exaggerated scale, color, and contrast to build intrigue and visual impact.
Midjourney, Krea, and Runaway helped the team craft still and
moving images creatives.
Product and Campaign Roll-Outs
All-In Creativity Meets Reality-Loving Audiences
To balance expressive creativity with audience relevance, two distinct hero spots were developed,
each crafted to amplify the creative concept while resonating directly with reality fans.
These were rolled out across a broad media mix, from TV to digital,
ensuring reach and impact across all key touchpoints.
From Jungle to Feed.
AI was used not just to visualize, but to elevate, creating bespoke social assets where jungle textures,
local patterns, and cast dynamics merged into platform-native stories.
Every visual was designed to echo a moment from the show: the tension, the humor, the cultural contrasts, remixed into a scroll-stopping motion.
"No Hablo Español"... yeah, we know.
For this social extension the cast’s real cultural struggles were exposed,
especially their awkward, hilarious attempts to interact with locals.
From language mix-ups to cultural misunderstandings, the chaos sparked a playful online beef with Duolingo, turning a challenge into a viral moment.
What it achieved:
• Contributed to Joyn’s record 7.6M monthly active video users in January 2025, up from 6.2M in December, and to a 67% year-over-year watch-time lift during the run.
• Drove reach and efficient media: creator marketing delivered ~2.7M organic impressions; Duo Lingo stunt added ~248K views; Meta outperformed genre CPM and CPC benchmarks.
• Improved conversion quality through experimentation: YouTube CTA outperformed Joyn CTA on CpView and conversion, and the title charted in Joyn Top 10 during December–January.
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Creative Director: Gabriel Menezes
Art Direction/Motion: Alex Mahnke
Art Direction: Carina Keck, Dennis Hölzing
Copywriter: Moana Menne
Project Managers: Isabel Hein, Ann-Kathrin Wüst
