180heartbeats + Jung v Matt creates new campaign for Erste Bank in Austria and the Czech Republic

180heartbeats + Jung v Matt has developed a campaign for the latest chapter of Erste Group’s global brand platform “Believe in Yourself”. At its heart is a film telling the story of a young girl who is determined to master a handstand, bringing to life the brand’s belief in the power of self-confidence. The campaign has launched in Austria (Erste Bank und Sparkasse) and the Czech Republic (Česká
spořitelna), with the agency collaborating with Jung von Matt Donau and VML on its rollout.

The film follows a young girl who refuses to give up despite repeated setbacks. She falls, starts over and keeps practising until she finally manages to perform a handstand on her own. This simple story becomes a metaphor for perseverance, self-belief and the understanding that achieving a goal often takes time and determination. Music also plays a key role in the film. The story unfolds to Jerry Herman’s “I Am What I Am”, from the Broadway musical La Cage aux Folles. The song reinforces the film’s message of self-confidence, determination and the courage to follow your own path.

In Erste’s communication, this message is connected to the idea of planning for the financial future. The “Believe in Yourself” platform is built on the belief that self-confidence truly matters when it translates into action: making the first decision, trying again and staying committed despite setbacks. The girl’s story shows that progress rarely follows a straight path and that achieving long-term goals requires patience and dedication. Erste brings this same mindset to the world of finance, encouraging people to take an active role in shaping their financial future.

The campaign was developed by 180heartbeats + Jung v Matt in collaboration with Jung von Matt Donau. Production was handled by Graffiti Films and LUNAPARK collective, with French directing duo Michel + Nico behind the camera. SZUM was responsible for international music rights licensing for the Austrian and Czech markets.

Originally created by 180heartbeats + Jung v Matt for Erste Bank Polska, the campaign was subsequently adapted for other European markets. It is currently running in Austria and the Czech Republic, with plans to expand to at least two additional markets in 2027. In Poland, Erste’s global brand platform is being developed under the local tagline “Wierzw siebie”, with 180heartbeats + Jung v Matt responsible for its local communication.

Source: 180heartbeats + Jung v Matt

  “I Am What I Am”, 180heartbeats + Jung v Matt, Erste Group