The Internet installation entitled “The Son” was the paid social message of the Reformed Church in Hungary for Christmas 2012. The campaign was intended as a form of mission, addressing non-church-going target groups. The Hungarian version has more extensive content than the one published here, with sermons, articles and illustrations interpreting the message of Christmas. The effectiveness of the campaign speaks for itself. After the campaign was launched, the church saw over 100,000 new site visitors. In a national creative competition, “The Son” was chosen as the country’s top creative campaign for 2012 over public and professional entries alike.