Haya Waseem of production house Object & Animal directed this “Work/Life” PSA, part of the “Working with Cancer” campaign which just won the Cannes Lions Health and United Foundation’s Grand Prix For Good.
The spot from Publicis Groupe agency Le Truc introduces us to what workers with a cancer diagnosis are facing–including a man who is more worried about losing his job than losing his life.
Client Working with Cancer Agency Le Truc Andy Bird, chief creative officer; Ryan Chong, head of production; Craig Shervin, David Spradlin, associate creative directors; Ryan McNally, producer. Production Object & Animal Haya Waseem, director; James Cunningham, Emi Stewart, exec producers; Stine Moisen, producer; Dawn Bridgewater, 1st AD; Adam Newport Berra, DP; Evaline Wu Huang, production designer. Editorial Work Editorial Anne Perri, editor. Color Grade Harbor Damien Vandercruyssen, colorist.
This holiday season banking/financial services company Erste Group and ad agency Jung von Matt DONAU, Vienna, present “Carry the light,” a tender reimagining of a journey that shaped history, told through the eyes of the animal who carried it forward. Directed by Daniel&Szymon of Arts & Sciences, the film follows a humble donkey’s quiet path from burden to purpose, echoing a universal longing to be seen, valued, and believed in.
Echoing Erste Group’s ongoing #glaubandich (“believe in yourself”) brand platform, the story explores how small acts of kindness and faith can inspire transformation. As the donkey carries Mary and Joseph toward Bethlehem, his awakening becomes a metaphor. “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,” says Nina Pentek, responsible for the production at Erste Group. “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 executive creative director at Jung von Matt DONAU, added, “This is a small story with a big heart. It was important for us to tell the #believeinyourself message in a festive, emotional context — while standing apart from typical seasonal advertising.”
Shot in the breathtaking Atlas Mountains of Morocco by cinematographer Barry Ackroyd, ASC (The Hurt Locker, Detroit, A House of Dynamite), the... Read More
