Prespav - Promotion Concept - Represent Macedonia

Prespav – Promotion Concept

About the Project

Prespav is the most famous Macedonian sitcom of the decade, a cultural phenomenon with no real competition. For its much-anticipated 7th season, the challenge was to develop a branding concept that would support both the digital and conventional communication campaign, ensuring strong audience engagement.

Beyond entertainment, this season carried an important environmental message, using the sitcom’s popularity to raise awareness about the ecological crisis affecting Lake Prespa.

Challenge

Multichannel Promotion: The campaign needed a strong presence on both social media (Facebook, Instagram, TikTok) and outdoor advertising (billboards).
Thematic Consistency: The branding had to align with the season’s environmental narrative, creating a strong connection between the show’s humor and the real-world issue of Lake Prespa’s drying crisis.

Approach

The branding concept was deeply rooted in the script, where the drying up of Lake Prespa played a central role in the season’s storyline. This theme inspired a visually striking campaign that made the environmental message impossible to ignore.

Visual Identity

The main creative element was a boat stranded in a dried-up lake, visually representing the environmental crisis.

The actors were placed in a surreal landscape, surrounded by beach and diving equipment, yet no water in sight - emphasizing the absurdity of the situation.

A small puddle (one of the last remnants of the lake) was used as a symbolic reflection of the characters, sparking the question: "What comes next?"

Multichannel Execution

A series of billboards featuring the new branding concept were placed across the city, ensuring wide visibility.

A targeted social media campaign ran on Facebook, Instagram and TikTok, leveraging the show’s massive fanbase to drive engagement and spark conversations about the Lake Prespa crisis.

Emotional & Visual Impact

Every creative element was designed to draw strong associations with water, reinforcing the environmental theme.

The campaign blended humor with awareness, ensuring that audiences engaged not only with the show but also with the real-world issue at its core.

Before

After

Result

Successful Multi-Platform Rollout – the branding campaign was implemented through 10+ billboards across the city and a high-engagement digital campaign on Facebook, Instagram and TikTok.
Increased Awareness – by seamlessly integrating the Lake Prespa crisis into the show’s branding, the campaign raised awareness on an important environmental issue, while maintaining the sitcom’s signature humor.
Strong Audience Connection – fans immediately resonated with the absurdity of a beach setup without water, reinforcing the real-world environmental message.
The 7th season of Prespav successfully blended entertainment and impact, proving that a sitcom can both entertain and inspire action.