Erste Group, in collaboration with creative agency Jung von Matt Donau, has unveiled a stirring Christmas campaign that tells the true story behind the beloved carol Silent Night. Through an evocative three-minute live-action film, the campaign celebrates how even the smallest gestures can spark global change.
The new creative highlights the incredible journey of Silent Night from its modest beginnings to becoming the most recorded song in history, with over 130,000 versions in 300 languages. With meticulous historical accuracy, the film recreates pivotal moments in the song’s legacy:
Set in the snowy Austrian village of Oberndorf in 1818, the film portrays the origins of Silent Night as a simple act of hope amid hardship. The story follows Joseph Mohr, a young priest who witnesses his neighbors’ struggles with poverty and hunger. Driven to inspire his community, Mohr collaborates with his friend, music teacher Franz Xaver Gruber, to compose a song of peace and warmth.
That very Christmas Eve, the melody is performed for the first time, creating a ripple of hope that eventually spans the globe.
The production team partnered with the Silent Night Society to ensure the film authentically captured these milestones. Historic details, like a replica of Mohr’s guitar and the interiors of his modest room, lend an air of authenticity to the narrative. Watch below:
“We’re thrilled to share the remarkable story of Franz Xaver Gruber and Joseph Mohr with the world this Christmas,” said Mike Nagy, ECD and Partner at Jung von Matt Donau. “Their journey is a testament to the power of two individuals who believed that a simple song could inspire hope and change the world for the better.”
The campaign is part of Erste Group’s long-running Believe in Yourself platform, known locally as #glaubandich, which debuted in 2017. The company’s Christmas campaigns, including the viral 2018 animated film Henry Hedgehog, have become an annual tradition. This year’s “Silent Night” campaign marks a new chapter with its first live-action narrative and historical focus.
The campaign, directed by Daniel & Szymon through Arts & Sciences, launched on November 19 and will run across Austria, Hungary, Croatia, Czech Republic, Slovakia, Serbia, and Romania. It includes television spots, as well as print and digital activations, ensuring the inspiring story of “Silent Night” reaches diverse audiences throughout Erste’s key markets.
This Christmas, Erste Group reminds us all that even the simplest acts of kindness and creativity have the power to light up the world.
CREDITS:
BRAND: Erste Group Bank AG
- Erste Group – Group Brand & Innovation: Martin Radjaby-Rasset
- Erste Group – Group Brand Management: Daniel Ratzenböck, Juraj Flimel
AGENCY: Jung von Matt/Donau
- Creative Director: Mike Nagy
- Art Direction: Szymon Rose, Katharina Bleimuth
- Copywriter: Daniel Schäfer, Johanna Philipp
- Account Director: Anamarija Stojic
- Senior Account Manager: Michael Draxler
PRODUCTION COMPANY: Arts & Sciences London
- Directors: Daniel & Szymon
- Executive Producer: James Bland
- Producer: Ewen Brown
- Production Manager: Mareketa Husecka
- Post Producer (A&S): Pete Thornton
- DoP: Nik Summerer
- First Assistant Director: Jim Cole
- Photographer: Ole Westermann
POST: Black Kite
AUDIO: Factory Studios
SOUND DESIGN & MIX: James Utting & Anthony Moore
AUDIO PRODUCER: Olivia Endersby
PRODUCTION SERVICE: Grandma
PRODUCER: Linas Martinkenas
EDIT: Work Editorial
- Editor: Neil Smith
- Edit assistant: Jack Moore
- Edit Producer: Frankie elster
VFX: Black Kite Studios
- VFX Shoot Supervisor – Tito Fernandes
- VFX Supervisor – James Belch
- DMP Artist – Lino Khay
- CG FX Artist – Chan Ah-Hong
- Senior Producer – Tamara Mennell
- Colorist – George K
AUDIO POST: Factory Studios
- Sound Design & Mix – James Utting & Anthony Moore
- Audio Producer – Olivia Endersby
MUSIC: KO Music
- Composers: Matteo Pagamici & Michael Künstle
- Producers: Andy Oskwarek & Philip Kay
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