“This year’s Christmas campaign by Erste Group should remind us all that it is more important than ever to inspire people – to show respect, offer support and encourage everyone to believe in their own strength,” says Nina Pentek, responsible for production at Erste Group.
A Christmas story told from the perspective of a donkey
With the spot titled “Carry the light”, Erste Group builds on the brand platform #believeinyourself and shines a light on an often-overlooked figure: the donkey in the story of Mary and Joseph’s journey to Bethlehem. In the story, this donkey stands out because he is small and unhappy. His owner rejects him as unworthy and treats him harshly. Yet the donkey deserves Mary’s kindness, who chooses him for her journey, and he ultimately accompanies them on their path, symbolically carrying the light.
To bring the ancient world to life, the live-action commercial relies on actors speaking the original Aramaic language, authentic handmade costumes, impressive landscapes, and a musical score that blends traditional instruments with sounds of nature. During filming, special attention was given to ensuring that the animals depicted did not experience any pain, suffering, injury or stress.
Implementation across all Erste Group markets
The new Christmas campaign is running across all markets where Erste Group is present, including Austria, the Czech Republic, Slovakia, Croatia, Serbia, Hungary and Romania. The campaign, which began on 19 November and will run until 6 January, uses a full 360-degree distribution approach encompassing TV commercials, print and digital media, social networks and points of sale.
The previous seven Christmas commercials by Erste Group have been viewed more than 360 million times and have received over 39 advertising industry awards. As with the previous Christmas ads, Jung von Matt DONAU is behind the creative execution, again in collaboration with directors Daniel and Szymon from production company Arts & Sciences.
“The film manages to stand out among the usual holiday commercials by offering an unusual perspective, strong symbolism and a timeless message,” adds Mike Nagy, Chief Creative Director of the agency Jung von Matt DONAU, which is responsible for the creative execution of the commercial.
The new spot “Carry the light” is available on the Erste Bank website, YouTube, and major social and media channels, including TV stations across the CEE region, as well as outdoor channels. Since its launch on 19 November, the spot has already been viewed more than 12 million times on social media.
Participants:
Client: Erste Group Bank AG
Group Brand Director: Martin Radjaby-Rasset
Director of Brand and Marketing Management at Erste Bank Croatia: Nina Pentek
Group Brand Management: Daniel Ratzenböck, Juraj Flimel
Agency: Jung von Matt DONAU
Creative Director: Mike Nagy
Authors: Mike Nagy, Eva Zefferer, Anka Buche, Daniel Schäfer
Art Directors: Lea Vukovics, Paulina Sadlo, Szymon Rose
Visual Effects: Black Kite Studios (London)
Client Director: Michael Draxler
Client Lead: Corina Berger
Production: Arts & Sciences
Directors: Daniel & Szymon
Editing: Work Editorial
Publishing: Untold Studios
Color: Company 3
Sound Design: Factory Studios
Music: KO Music
