Erste Group's Christmas Campaign Tells a Story of Kindness and Patience
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Introducing Edgar, Mcasso’s favourite senior citizen of the season in a heartwarming spot on togetherness through difficult times
Mcasso Music gives its insight into their third successive Christmas campaign for Erste Group.
This is a special campaign for Mcasso Music.
In a challenging and often isolating year of limited contact with our family, friends and colleagues, the crew behind Edgar’s Christmas have come together from Europe and Canada to create the story an elderly gentleman who becomes increasingly withdrawn and yet, through the patience and kindness of another, has the joy brought back to his life.
It’s a story that reflects upon the emotional mark that 2020 has made on all our lives.
We are also especially proud as it’s the third successive year that our team at Mcasso have collaborated with Passion Animation directors Kyra and Constantin and the creative team at Jung von Matt Donau.
JvM/D creative directive Mike Nagy: “One of the critical elements of the previous Erste Christmas ads success has been the music. What was different this year was the fact that the music was already part of the pitch process. So it tremendously helped shape the storytelling process from the very beginning. And on top of that it"s just a charming piece of music!"
Kyra and Constantin added: “As always, it was a pleasure to work with the team at Mcasso Music to create this year"s Erste Group advert for the third Christmas in a row. The film is all about music and the memories of our old composer Edgar, putting music at the centre of the story and making Mcasso"s challenge larger than ever before. Even though we increased the pressure Mcasso managed, in a very short time, to create exactly what the film needed, pulling at every heart string on the way”.
We’ll leave a final thought with our composer, Mike MacLennan: “The simple, repeated piano theme represents the early childhood beginnings of his musical journey, and develops through the film to a full orchestral version at the end, as his carer’s simple act of kindness gives him a new burst of energy through music. Music can have a profound effect on someone throughout their life in a way that nothing else can.”
CLIENT: Erste Group Bank AG
HEAD OF GROUP BRAND MANAGEMENT: Martin Radjaby-Rasset
GROUP BRAND MANAGEMENT: Daniel Ratzenböck, Juraj Flimel