Galenika – when the jubilee becomes a social phenomenon

Belgrade, December 23, 2025 – The film “Project G80 – the formula that did (not) exist”, created on the occasion of the 80th anniversary of the Galenika company, represents an innovative way of marking a jubilee by utilizing the original film form “Mockumentary”. Through a combination of authentic archival material and fiction, Galenika has translated its history – in which it was the bearer of technological, industrial, and social changes – into a contemporary narrative that reflects the spirit of the company: innovation, courage, and a constant willingness to be ahead of the times.

The campaign was implemented in two phases – first unbranded, and then with the revelation that Galenika is behind the project; which further emphasized the concept of a different, unconventional anniversary. In the first phase, the film achieved more than 1.7 million views on YouTube in less than a month, with an extremely high level of audience retention; almost 290,000 people watched the film to the end, which is equivalent to the film being broadcast 1,500 times to a full cinema hall.

Following the brand reveal, audience interest continued, with film-related content generating an additional 1.7 million video views on Meta platforms. The film sparked widespread discussion and achieved a large number of comments across all social media in both phases: YouTube, TikTok, and Meta, confirming that the innovative approach to the anniversary was recognized and accepted by the general public.

The G80 project is a movie metaphor, but its essence is real – it is the people, knowledge, and innovations that Galenika has been building for decades. With this project, we wanted to show that the jubilee does not have to be just a look back, but also a strong message about the future,” said Tijana Marković, internal communications manager at Galenika and the project leader.

With a special event for the media, during which the original props and materials used in the filming were presented, Galenika authentically closed the year in which it marked eight decades of existence and successful business.

The film “Project G80 – a formula that did (not) exist” is available via a link on the YouTube.