Erste Group’s humble hero

Created by Jung von Matt Donau for banking group Erste, this emotive and uplifting holiday campaign, titled Carry the light, puts a gentle and often-overlooked character at the centre of the Christmas story.   

Directed by Daniel&Szymon through Arts & Sciences, it rewinds to just before the traditional nativity begins, where a worn-out little donkey struggles to carry his heavy load.  

Deemed no longer useful, he’s neglected and left in the rain, until pregnant Mary comes along and shows him kindness. With her compassion and belief, he finds the strength to carry her and unborn baby Jesus to Bethlehem.  

Stepping away from the sparkles cliches of festive advertising, the campaign stands out for its cinematic production, timeless themes and tender message about the power of self-belief.  

“With Carry the light, we’re telling a prequel for the first time – the story before Christmas,” says Mike Nagy, Managing Director & ECD at Jung von Matt DONAU. “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.