Talk about a gift that keeps on giving–since the inception of Kevin the Carrot back in 2016, Aldi UK supermarkets and McCann Manchester have collaborated with Psyop to create holiday magic year after year. Often including nods to classic holiday films, Kevin the Carrot has become a classic in his own right with fans looking to the annual release of his latest adventure as the initiator of the most wonderful time of the year.
Chopped, diced, or julienned–any way you slice it, Kevin will always bring the action. Created in association with Riff Raff Films, this year’s film sends the viewer on a caper braving the broiler, precarious mince pies and other cuisine-related boobie traps as Kevin and Katie try to save the Festive Spirit from the nefarious thieves at Humbug Headquarters. Concluding with a mission accomplished and yet another feather in Kevin’s cap, the Festive Spirit is set free and fills empty tables with holiday feasts underscoring the ever-present message of celebrating the cheer of community and the magic of bringing families together.
Glad to be back in the world of Kevin the Carrot and to be reunited once again with Aldi and McCann, Psyop directors Todd + Kylie (Todd Mueller and Kylie Matulick) continue to up the ante as the sets, effects and storyline continue to evolve alongside the creative partnership.
“Kevin the Carrot is more than a character; he’s become a cherished tradition and a holiday icon. Each year, we’re inspired to create something even more memorable, and this season’s film is truly our most enchanting yet,” said Psyop EP Jim Brattin.
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Credits
Client Aldi UK Agency McCann Manchester Dave Price, chief creative officer; Clive Davis, Andy Fenton, creative leads. Agency Production Craft Amanda Riddeal, sr. producer; Lucy Moore, head of broadcast. Production Psyop Jim Brattin, exec producer; Todd Mueller & Kylie Matulick, directors; Jamie Pastor, head of production; Andrea Panda, exec producer, live action; Tina Pavlides, head of production, live action. Amy Fahl, producer; Jill Sachs, associate producer; Gena Jongsukkijpanich, Renegades of Phong, Todd Mueller, Kylie Matulick, Samantha Ballardini, designers; Chris Sage, lead technical director; Cristina Camacho, Steve Hallquist, Billy Morris, FX; Krista Albert, Big Studios, Justin Diamond, Daewoo Koo, modeling; Big Studios, Monika Gelbmann, Chris Sage, Justus Schmidt, Ellie Stalie, lighting; Matthias Bauerle, 2D supervisor/lead compositor; Thomas Sali, 2D animator; Origami Dollar, previs & animation; Big Studios, Origami Dollar, technical animation; Michael Deweese, Max Forward, storyboard artist; Loren Christiansen, editor; Cristina Camacho, character FX; Big Studios, Kevin Kim, Krystal Chinn, Em Mai, Thomas Sali, Justus Schmidt, compositors; Nick Hiatt, matte painting; Kim Stevenson, colorist; Cory Daniels, color assist; Chad Stracensky, Flame & conform. Production Riff Raff Films Tracey Cooper, exec producer; Paz Parasmand, producer; Theo Cassels, production manager.
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.”
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