“Enduring Cultural Values” by Halkbank

Creative idea

“It Smells Like Home” redefines how a bank communicates with its audience — not through numbers, but through culture. As part of Halkbank’s Enduring Cultural Values project, the campaign transforms Macedonian cuisine into an art form. Traditional recipes were rediscovered, illustrated by local artists, and published in an artistic recipe book infused with emotion and storytelling. The project expanded into a multisensory event, merging food, music, and art, and continued online with video editorials. Relevant today, when traditions risk being forgotten, it positions Halkbank as more than finance — a cultural guardian connecting people through warmth, heritage, and belonging.

Brand name: HALKBANK
Advertiser / client: Halkbank AD Skopje
Product / service: Corporate Communication
Campaign name: It Smells Like Home
Agency network: INDEPENDENT AGENCY
Agency: Effectiva Skopje
Media agency: Effectiva
Agency chief executive officer: Sofija Semenpeeva Trajanovska
Client account director: Maja Naumovska Saveska
Media director: Effectiva
Director: Radovan Petrovic
Director of photography: Kristijan Vojdanovski
Music: Duke Bojadziev
Agency producer: Effectiva
Digital production: Effectiva
Event production: Effectiva & Halkbank