Erste Group’s holiday campaign shines a spotlight on compassion

Jung von Matt DONAU has developed a seasonal campaign for Erste Group built around Carry the light, a film that frames a classic Christmas narrative through the perspective of a small donkey finding its purpose. The agency places compassion and self-belief at the heart of the story while reinforcing Erste Group’s broader brand platform.

The film follows a frail donkey overlooked by others who becomes central to a journey inspired by a well-known biblical motif. Through this character, the agency highlights themes of resilience and the quiet strength found in unexpected places.

Rollout across Erste Group markets

The campaign runs across all Erste Group territories, including Austria, Czechia, Slovakia, Hungary, Romania, Croatia, and Serbia. It spans TV, print, digital, social channels and point of sale. The activation launched on 19 November and will continue through Christmas 2025.

Creative focus on emotional storytelling

Nina Pentek, responsible for the production, Erste Group: "Erste's 2025 Christmas campaign reminds us that hope and gentleness often come from the smallest among us. It's a story about compassion, determination, and the idea that each of us carries something meaningful to give. In a world like ours, it's more important than ever to inspire people—to show respect, offer support, and encourage everyone to believe in their own strength. We also want to remind people that no matter how things may seem, they can always find a light within themselves—and that light can make all the difference!"

Mike Nagy, Managing Director and ECD, Jung von Matt DONAU: "With Carry the light, we're telling a prequel for the first time – the story before Christmas. This is a small story with a big heart: a donkey who doesn't have an easy life becomes the hero of Christmas. This is a story with an emotional core and universal relevance."

Positioning the message within the festive context

Nagy: "The central challenge was to tell the believe in yourself message within an emotional, festive context – while standing out from the usual seasonal advertising. Carry the light achieves this through an unusual perspective, strong symbolism, and a timeless message: sometimes, it's the smallest who carry the greatest weight."

Sustained brand building through storytelling

The agency and Erste Group have worked together since 2017, when they introduced the purpose-driven brand strategy glaubandich (believe in yourself). The partnership has strengthened Erste Group’s brand position, with emotionally driven storytelling that receives international attention each year, particularly during the holiday season.

The film was directed by Daniel & Szymon through Arts & Sciences. Jung von Matt DONAU continues as the lead agency for Erste Group AG, Erste Bank and Sparkassen in Austria, while partner agencies across the region manage local adaptations of the campaign.

www.jvm.com

www.erstegroup.com

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