Just A Little

Agencies: Banjoman Principle


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.

This professional campaign titled 'Just A Little' was published in Ireland in November, 2022. It was created for the brand: Unicef, by ad agencies: Banjoman and Principle. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 1 year ago.


Agency: Principle
Agency: Andy Blood
Agency: Andrew Kiernan

Director: Dermot Malone
1st AD: Eamonn Cawley
Trainee AD: Jack O’Higgens
Producer: Matt D’Arcy
Production Manager: Vanessa Briscoe
Production Assistant: Liam Boyd
Production Assistant: Eva Malone
Production Assistant: Jack Collier
Production Designer: Steve Kingston
Art Director: James Donnelly
Carpenter: Stephen Loany
DOP: Kate McCullough
1st AC: Sam Mulcahy
Loader/clapper: Ben Ingoldsby
Trainee/DIT: Robbie McMullen
Sound: Rob Moore
Gaffer: Ian Madden
Spark: Paddy Ryder
Genny Op: Greg Savage
Grip: Oisin Fennell
Driver: George O’Dowd
Marquee hire: Brendan Byrne
Wardrobe Designer: Muireann Doyle
Make up: Altana Silvana
Covid Officer: Michelle MaCabe

Post Teams
Editor: Rob Hegarty
Post Production Company: GABHA Studios
Colourist: Andrew Francis
Post Sound: Scimitar Sound
Sound Engineer: Dean Jones + Conall O’Brien
Original Music: Michael MacLennan

Amber Cantwell: Hannah
Elliot Moriarty: Dad
Aisling Goodwin: Mum
Althea Caruso: Friend 1
Clara Diamond: Friend 2
Helena Swords: Grandmother
Tommy Travers: Grandfather
Sabrina Zheng: School kid
Cillian Delamere O Madagaín: School kid
Finn Kavanagh: School kid
Isaac McGinity: School kid


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