Lily & the Snowman is a short animated Christmas film about a little girl and a snowman who comes to life. Every winter night he puts on shadow shows for her on the back fence, and as the years pass the film follows their friendship from Lily's childhood into adult life. Canadian cinema chain Cineplex released it in December 2015, and it became one of the most-watched Christmas ads of the year.
The story of Lily and the snowman
Lily builds a snowman that turns out to be magical. Night after night, and winter after winter, he entertains her with stories told in shadow puppets cast on the fence. As Lily grows older, school, work and adult life pull her away, and the two drift apart. She seems to forget to make time for the things she once loved.
A full moon, a small girl and a round, friendly snowman in a blue winter garden carry the whole mood. A snowman is a perfect symbol for the story: something children build together, recognise at once and know will not last forever.
Who made it: Cineplex, Zulu Alpha Kilo and Hornet
The short was commissioned by Cineplex, the largest cinema chain in Canada. Toronto agency Zulu Alpha Kilo created the campaign, with PHD Media handling the media plan, and the animation was produced by the studio Hornet. It was directed by the duo Dan & Jason (Dan Abdo and Jason Patterson) together with Hyesung Park.
The soundtrack is a gentle cover of Genesis's 1978 hit Follow You Follow Me, sung by Canadian singer Adaline. Fans liked it so much that the cover was played on radio, streamed on Apple Music, Spotify and Google Play, and sold on iTunes, with proceeds going to the charity Free The Children.
The "See the Big Picture" campaign
The film launched Cineplex's "See the Big Picture" platform. Its aim was to remind people how much entertainment and storytelling matter in their lives, and to move the brand from showing other people's stories to telling one of its own.
It went online on Facebook and YouTube on 15 December 2015 and began playing in Cineplex pre-shows on 18 December, the day Star Wars: The Force Awakens opened. The results were striking for an online media budget of only $150,000:
- 21.8 million views on Facebook and YouTube in the first 12 days, and more than 28 million later.
- Over 300,000 shares in the first 12 days and around 600,000 in total.
- The most-watched Canadian ad on YouTube in December 2015.
- A finalist in the Entertainment category of the 8th Shorty Awards, and named one of the best Christmas ads of the year by Digital Arts.
Why the short still works at Christmas
The film's message is simple and easy to share across generations: make time for the small things that make you happy. Children tend to see a magical friend and a snowman's loneliness, while adults recognise how busy years can crowd out the things they once loved. That makes it a good short to watch together and talk about afterwards.
For more winter imagination, read sixteen short snow and winter quotations, or see Jenny Ayrton’s miniature glass scenes.
Sources
- Shorty Awards: Lily & The Snowman
- Laughing Squid: Lily & the Snowman (17 December 2015)
- Daily Hive: Cineplex wants you to take some time for yourself
- Still image: Cineplex / Zulu Alpha Kilo / Hornet.
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