The List: Oxfam illustrates what true kindness is at Christmas

Created collaboratively with Happy Hour, Oxfam’s campaign uses a young boy’s wish list to invite audiences to give differently and wish for a fairer world.

Oxfam has launched ‘The List’, a new Christmas TV advert that turns a familiar festive ritual into a story of community, kindness and care, inviting audiences to think differently about what they give and what they wish for.

With nearly half the world’s population still living in poverty, the campaign connects Christmas generosity with Oxfam’s mission to fight global poverty and tackle the inequalities that cause it – a mission that has never felt more urgent.

Developed collaboratively by Oxfam and creative agency Happy Hour, the film builds towards a reveal that reframes a child’s apparent wishes for himself as an act of care for others. The wider campaign connects that idea to meaningful gifts that can make a difference, both close to home and around the world.

Directed by Sasha Nathwani, the 90-second film follows nine-year-old Neel as he writes his Christmas list in his room. From the balcony of his block of flats, he gently releases a balloon carrying his wishes. When his list is discovered the following morning, a community comes together to make it happen.

Neighbours sew, mend and shop second-hand to find and make the gifts. Throughout, viewers are led to believe Neel is wishing for himself. Only when the presents arrive on Christmas Day and he takes them next door to a young mum and her daughter does the film reveal who his wishes were for all along.

The film closes with the question: “If a gift could change the world, what would be on your list?”

Shot on a South London housing estate, the advert pairs a soft piano soundtrack with everyday settings and details of objects made, mended and cared for. Its focus on resourcefulness and generosity carries through to the gifts themselves. Oxfam Tooting and its weekly Sewing and Sanctuary group feature in the film, with group members knitting the scarf and patchwork blanket on Neel’s list.

The advert forms part of Oxfam’s wider campaign inviting people to create an alternative Christmas list. 

Ideated by Happy Hour and implemented by digital agency Wholegrain, the digital experience extends the film’s invitation into an interactive list. The advert’s call to action directs audiences to sign up to ‘The List’, choose meaningful gifts and donations they would like to receive, and share their wishes with friends and family to help fight poverty and inequality.

Options include a donation towards a fairer world, an Oxfam Unwrapped charity gift, something special from Oxfam’s ethical range, a pre-loved book, second-hand fashion and pre-loved music.

Alya Al-Khatib, head of brand and creative at Oxfam, said: “A Christmas list usually starts with what we want for ourselves. By revealing who Neel’s wishes are really for, we wanted to invite people to look at their own lists differently and imagine what they might wish for in a fairer world. “His story celebrates community, kindness and care. At a time when nearly half the world’s population still lives in poverty, we want to turn that spirit into action. The digital alternative Christmas list gives people a practical way to express their values through their own Christmas wishes. Choosing meaningful gifts and sharing those wishes with friends and family is one way people can support our work to fight poverty and tackle the inequalities that cause it.”

Sasha Nathwani, Director of ‘The List’, said: “I wanted to do justice to Matt’s tender script by filming as authentically as possible, shooting mostly on long lenses and observing from a distance so the story could unfold naturally. Filming on the Loughborough Estate and working closely with the local community was humbling. I was struck by the visible scarcity and difficult conditions some families live in, but just as much by the kindness: a genuine willingness to look out for one another, even amongst those facing hardship themselves. That spirit became the film’s emotional foundation.” 

“Neel’s Christmas list sets off a chain of selfless acts, each small gesture inspiring another, until the story turns on its head with Neel’s own final act of generosity, beautifully portrayed by child actor Amraaj Dhiman. It subverts the familiar Christmas ad, where receiving a gift is the emotional reward. Rather than an idealised world wrapped in festive sentimentality, we wanted the audience to sit with some discomfort and acknowledge the harsh realities so many families face right now. Ultimately, it’s about the generosity we can show one another, even when we have very little to give.”

Credits

Client: Oxfam
Creative development and production: Happy Hour Director: Sasha Nathwani
Digital experience: Wholegrain
Media buying: The Kite Factory