Erste Group "#HannaBumblebee" by Jung von Matt/Donau

Financial services company Erste Group quashes the bumblebee paradox in its latest Christmas campaign.

Following the success of last year’s "First Christmas", this year's festive spot pivots on the so-called "bumblebee paradox", which argues it should be physically impossible for bees to fly due to their big bodies and tiny wings.

Set in a world where bumblebees are grounded, the ad follows two bees – Hanna and Max – as they attempt to defy gravity. After a montage of failed attempts, the pair exchange Christmas presents and fly into the air, hand in hand.

The ad launched across Erste Groupe’s social platforms, while its soundtrack is available on streaming platforms. It was written by Karin Uebelbacher, Eva Zefferer and Andreas Putz; art directed by Mike Nagy, Eva Zefferer and Karin Uebelbacher; and directed by Kyra Busch and Constantin Paeplow through Passion Animation Studios.


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