UNICEF’s Christmas Appeal Re-Examines The Gift Of Giving Away

For its Christmas appeal this year, UNICEF has enlisted the talents of Banjoman’s Dermot Malone to direct ‘Just A Little’, a moving campaign that takes a fresh look at the gift of giving.

The spot centres on Hannah, a child struggling to write her Christmas wish list. While she listens to her friends discussing the instruments, toys, and gadgets they’ll receive this year, she sits quietly, struggling to connect with their desire for such objects. What truly affects Hannah, however, are the charity appeals she sees on TV, featuring children of her age staring out at her through the screen - and her father notices. Come Christmas day, he lets her know she has one last gift to open that’ll truly resonate with her: a donation on her behalf to support UNICEF.

PRINCIPLE approached Banjoman director Dermot Malone with the script for a young child to be affected by an appeal from a different area of the world, and for their parent to notice and donate on their behalf. Bolstering that core message with a level of authenticity, Dermot set about building a relatable world around the child, capturing the message of selflessness in the most accessible way possible. To do so, the UNICEF appeals watched by the child are actual campaigns currently running on TV, strengthening the idea that she really is one of us, watching the commercials we’re watching.

Director Dermot was specific in his casting process for the film, aiming to find a child who could take the story on board and give back an instinctive performance. Eventually, he found actress Amber Cantwell, who perfectly understood the assignment. Offering an expressive yet subtle delivery, she imbues the campaign with a natural empathetic quality.

Due to the current economic struggles already being faced by families across Ireland, the team was careful not to make the film overly melancholic, balancing the severity of an urgent appeal with the Christmas theme. To achieve this, Dermot chose to spotlight the positive possibilities that are available to families able to help at this time, capturing the oldest message of the season - the greatest gift is the gift of giving - in a different way. Rather than showcasing gift giving to a loved one, the campaign depicts giving away to someone the protagonist does not know and will likely never meet, a selfless element that heightens the level of pathos in the film.

Director Dermot Malone comments: “I’m really proud to have worked on such an important campaign. Throughout the process I was really struck by the level of commitment, care and work UNICEF brings to the world’s most in-need regions. The team at UNICEF have a different challenge in a different location, changing daily. Ultimately, we’ve tried to make it a message about no one specific crisis, but every crisis and every child, and that’s hopefully what we’ve achieved.”