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 holiday film brings ancient Nazareth to life through meticulous detail—handcrafted costumes, natural sound, and a score that blends traditional instruments with ambient textures drawn from the environment.
“Sometimes it takes someone else’s belief to unlock our own,” shared directing duo Daniel&Szymon in a joint statement. “There’s a universal longing to belong, to be appreciated, and to feel connected to a greater purpose, feelings that resonate even more deeply at Christmas. With ‘Donkey,’ we set out to tell a human story through a non-human lens, bringing textured beauty to a timeless tale through soulful performances and rich, cinematic detail. We’re so happy to work with Erste Bank and Jung von Matt to bring another emotionally driven spot to life this holiday season.”
The campaign will roll out across Erste Group’s core markets, including Austria, Czechia, Slovakia, Hungary, Romania, Croatia, and Serbia.
