Meals on Wheels America brings a different feel to holiday advertising with its “Silent Night” campaign to help #EndtheWait for seniors in need. The organization and creative agency Public have taken the beloved holiday classic song and turned it into the foundation of a stark, emotional PSA showcasing the reality of senior isolation and hunger.
Directed by Ashley Armitage via Radke Films, the PSA shows a homebound senior waiting in silence–singing a moving rendition of “Silent Night” with poignantly altered lyrics, eventually joined by a Meals on Wheels volunteer.
The campaign is part of Meals on Wheels America’s broader plan to End the Wait and encourages donations to ensure older adults in need receive nutritious meals, moments of connection and the opportunity to experience true holiday joy.
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Credits
Client Meals on Wheels America Agency Public Jill Applebaum, chief creative officer; Adrienne Rand, chief strategy officer; Heather Apple, Erin Stevens, creative directors; Paul Rivait, VP, creative impact; Aren Adamian, manager, creative impact; Marc Milliard, head of production/producer; Robyn Lobay, director, client strategy; Hannah Willis, manager, client strategy; Nick McCann, production. Production Company Radke Films Ashley Armitage, director; Scott Mackenzie, VP & exec producer; Tony DiMarco, head of production & exec producer; Amalie Bruun, line producer; Chris Knaap, production manager; Robyn Lay, coordinator; Scott Weatherall, 1st assistant director; Cole Graham, DP; Hope Little, production designer; Emilia De Prisco, makeup; Daniel Kaplan, location manager. Editorial Final Cut LA Arianna Tomasettig, editor; Zachary Stoner, assistant editor; Suzy Ramirez, managing director/exec producer; Rebecca Mitchell, head of production; Kate Sims, sr. producer. Music Pirate Sound Ari Posner, composer; Vanya Drakul, sound director; Maggie Blouin Pearl, exec producer; Keith Ohman, sound director & engineer. Color Grade Company 3 Kath Raisch, colorist; Jake Rioux, producer. Online/VFX Darling VFX Kristen Van Fleet, exec producer; Sanchia Currie, VFX producer; Alexa Salsberg, VFX artist; Joelle Aani, VFX assistant.
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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