In the last few years there were unprecedented number of wildfires in Macedonia. They wiped out thousands of hectares of forest and in the same time the poor irrigation in the cities led to thousands more dried-out trees. HALKBANK, a bank that stands for social responsibility and trust, acted before everyone. Pledging to plant 1 million trees! So, it was our task to find a creative yet simple and easy understandable way to promote this initiative and highlight the importance of green donations.
IDEA
To promote the initiative, we created a campaign where we turned a tree’s simplest gift – the shade, into a symbol of life. The shade became a stage where life naturally unfolds, a place of encounters, shared moments, play, and togetherness.
REALIZATION
We filmed the shade of a single tree over the course of a day, capturing all the activities that took place within it. As the shade moved, people followed it, using it as a space to rest, to gather, and to connect.
COMMUNICATION CHANNELS
TVC, SM, PRINT, RADIO
RESULTS
120,000 trees planted so far
Featured in 20+ national media outlets
Engagement rate up +1050%
#1 brand in category for eco responsibility