Banjoman Films has created a touching and powerful festive campaign for Monaghan’s Cashmere, one of Dublin’s most iconic and longest established retailers.
Established 61 years ago by the now 96-year-old Tom Monaghan, this is the retailer’s first Christmas campaign.
Creatively devised and directed by Dermot Malone, the film moves away from the standard festive formula with a touching story inspired by Tom Monaghan himself.
The film, which stars legendary Irish theatre actor Barry McGovern (Braveheart, The Tudors, Game of Thrones), follows an elderly man experiencing his first Christmas since his wife passed away. Living on a farm with just his beloved horse for company, he frequently has flashbacks to his late wife at various stages in their life. When his family arrives for Christmas, he struggles to share in their festive spirit, especially when his young granddaughter breaks a picture frame holding a photo of his wife, himself, and their horse. Unbeknownst to her grandfather, however, the Granddaughter takes notice of the red cable jumper he was wearing in the picture, and when mischievously rifling through his belongings, finds it. Struggling with the emotions and past memories of his wife on Christmas Day, the protagonist goes to visit his horse in the stable – only to discover his granddaughter has left him a special gift in the horse box.
According to Dermot Malone, Banjoman Films: “Monaghan’s Cashmere is an iconic shop for me. My dad shops there, and my own grandad – it’s just always been there off Grafton Street. Tom is a legend around the place. He’s 96 but he goes into the shop every single day without fail. In the midst of big brand names and international Christmas campaigns, we just wanted to pay tribute to one of Ireland’s most iconic family owned establishments, in a unique authentic way. We also owe massive thanks to the teams at MPC London, in particular Dafydd Upsdell, another friend of the brand, Mathieu Toullet on colour and Michael MacLennan, who gave us the track.”
The campaign will run on social media as well as in-store.
Suzanne Monaghan, creative director and designer of Suzie Monaghan Cashmere, adds: “ We are so proud and appreciative to have been asked to be a part of such a beautiful heartfelt production by such a widely acclaimed, award winning filmmaker. Knowing Dermot and his family as customers and friends for many, many years I had total trust in his vision in telling a story based on our dads, of loss, love, empathy, hope and longevity. It’s a story I feel is relatable universally, especially in the current climate. Everything about making this piece was a joy, from every single person at Banjoman, the legendary Barry McGovern, the adorable Daisy Lyons and the incredible soulful music of singer, songwriter Michael MacLennan. Including family members and friends as extras was the icing on the cake for me. I cannot wait to share but should advise to have tissues in hand! I will never forget it and be forever grateful to everyone involved in this short film based on the most wonderful man in the world!”