Made in Shade

Creative idea

In Macedonia our forests are our pride, celebrated in countless folk songs, embedded in our culture. 2025 wildfires destroyed 54.000 ha. HALKBANK, standing for social responsibility and trust, acted before everyone else. Pledging to plant 1M trees, the largest green donation in the country’s history. To communicate this pledge, we built the campaign around a tree’s simplest gift: shade. Shade became a universal symbol of life: capturing chatter, play and love that happen beneath it. Through film the story unfolded as both intimate and collective: protecting one tree means protecting the spaces where life takes place.

Brand name: HALKBANK
Advertiser / client: HALKBANK SKOPJE
Product / service: Financial service
Campaign name: Made in Shade
Agency network: MCCANN WORLDGROUP
Agency: MCCANN SKOPJE
Additional company: Halkbank Skopje
Production company: AdVenture
Creative director: Bojan Dodevski
Art director: Boban Milanovic; Petre Reshov
Account director (agency): Iva Belovski
Managing director: Bojan Kocovski
Strategic planner / strategist: Irina Maja
Director: Rasha Petrovic
Director of photography: Kristijan Vojdanovski
Agency producer: Irena Davitkova
Post production: AdVenture