Similar to Beethoven, Jean Carles and American photographer Pete Eckart, who continued to pursue their passions even though they lost one of the senses they relied on to do their work, is the protagonist of the Erste Group commercial, composer Edgar. The grumpy old man tends to isolate himself from the others as his hearing loss progresses. Evelyn Glennie, a Scottish multi-percussionist who has gone profoundly deaf at 12, says that “it’s amazing how the other senses really do group together and become much more magnified and work together.” Probably something that Edgar already knows…
We’ll take the chance to add something extra to this statement: Some of the ingredients that bring all together are also love and care for others. And we say this encouraged by the action that takes place in Erste’s Christmas ad, #EdgarsChristmas. The bank continues to empower each and every one of us to #BelieveInYourself via a short video directed by Kyra & Constantin, with the help of Jung von Matt DONAU agency and Passion Animation Studios.
The spot opens up with Edgar arriving at a care center for the elderly, where he is greeted by caregiver Marie. Other people in the center invite him to join them, but the elderly man refuses and continues to isolate himself from the others. One day, Marie discovers his musical scores and decides to surprise the protagonist, gradually convincing him to believe in himself and continue to do what he likes. Surrounded by other colleagues, the old man transcends into a world where he and his mother are together again, in front of a piano. They play a real musical orchestra, a symphony of love and care for each other.
“Loneliness and isolation have been the defining themes of this pandemic year. Unfortunately, that is likely to remain true for most people also during the Christmas season, when we would usually get a chance to be close to our family and friends. We wanted to show what’s possible when people are there for each other and when they believe in themselves and others, especially in these times,” says Martin Radjaby-Rasset, Head of Group Brand Management at Erste Group.
“After taking two excursions into the world of animated animals, this year we’re addressing a theme that’s important for Christmas every year, but all the more in these exceptional times — namely: Being there for each other. That’s what drives Marie, the optimistic and lively caregiver who doesn’t want to accept that the aging composer Edgar is increasingly withdrawing into himself as his hearing loss progresses,” Michael Nagy, Creative Director, continues.
“The character of Edgar that Krya & Constantin have created proves that looks can be deceiving. We’ve all got a story worth telling and thanks to Marie’s kindness and persistence, Edgar reconnects to his passions and his past,” Debbie Crosscup, Executive Producer at Passion, adds.
When it comes to Christmas ads, Erste Group stands out. In previous years, its ads went viral, generating over 180 million views. Thus, following the footsteps of Henry the Hedgehog and Hanna Bumblebee, #EdgarsChristmas marks the third campaign the bank is doing together with Jung von Matt DONAU.
Credits:
Client: Erste Group Bank AG
Head of Group Brand Management: Martin Radjaby-Rasset
Group Brand Management: Daniel Ratzenböck, Juraj Flimel
Social Media: Klaus Lackner
Agency: Jung von Matt/DONAU
CD: Andreas Putz, Mike Nagy
Copywriter: Caspar Satek
Art Director: Mike Nagy, Caspar Satek
Beratung: Katharina Höller, Katharina Hinterkörner
Production: Passion Animation Studios (UK)
Directors: Kyra Buschor & Constantin Paeplow
Animation Director: Ferran Casas, Kyra Buschor & Constantin Paeplow
Executive Producer: Debbie Crosscup
Head of Production: Mike Turoff
Producer: Anna Cunnington
Production Assistant: Katie Harris
CG Coordinator: Sade Tah
Head of CG: Jason Nicholas
VFX Supervisor: Dave Walker
CG Supervisor: David Watson
Music: Mcasso (UK)
Composer: Mike MacLennan for Mcasso
Sound Design: Tom Martin at Mcasso
Producer: Tom Martin at Mcasso
Assistant Producer: Emma Winton at Mcasso
Orchestra: Budapest Scoring Orchestra
Orchestral Mixer: Adam Miller at Air Studios
Additional Mixing: Richard Atkinson at Mcasso
Post Production: Unit Studios (UK)
Colourist: Denny Cooper
Producer: Joanna Papayianni
2D Artist: Richard Greenwood
Media Agency: Wavemaker, Sabine Binder-Wessely