'The Snowman' marks 40th anniversary on Channel 4

Channel 4 has commissioned award-winning production company Lupus Films to produce a snowy seasonal identity featuring beloved characters from the world of The Snowman (part of Penguin Random House Children's), created in partnership with Channel 4's in-house creative agency, 4creative.

The 20-second film was made to celebrate the 40th anniversary of the very first broadcast of the film adaptation of The Snowman on Channel 4, and pays homage to both the original animation and the 2012 sequel, The Snowman and The Snowdog.

The latest in a long line of iconic Channel 4 idents, the film transports the Channel 4 logo to a winter setting where he supervises The Snowman, The Snowdog and James, the boy from the first The Snowman film, who plays in the INFO . Identity marks the first time all three characters are seen together on screen.

The commercial premiered before the Jamie Oliver special, Jamie's Easy Christmas Tuesday, and will be screened regularly over the holiday period.

Identity is produced by Lupus Films – the producers of The Snowman and The Snowdog – and directed by Robin Shaw, responsible for the iconic flight sequence in that film. Animated in Lupus Films' beautiful hand-drawn style, the piece was created by Shaw and a small team of animators using traditional 2D techniques in the TVPaint animation program.

" The Snowman has been a part of Christmas for four decades, so what better way to celebrate the 40th birthday of Channel 4 and the animated adaptation of Raymond Briggs' beloved character than with a series of handmade ids featuring James and the snowman ,” said Ian Katz, Chief Content Officer, Channel 4. “It may or may not snow this month, but it's guaranteed to be a white Christmas on Channel 4.”

Lupus Films co-founder Camilla Deakins commented: “We are truly honored to be asked to bring The Snowman back to life for Channel 4 for the 40th anniversary of this very special Christmas animated classic. It is especially touching for us on the occasion of the XNUMXth anniversary of The Snowman and The Snowdog and following the death earlier this year of our longtime friend and collaborator, the inimitable Raymond Briggs.

“The Snowman has been a constant part of Christmas television for over 40 years and we are thrilled that Channel 4 have commissioned a wonderful piece of animation which celebrates Raymond's original creation and sees The Snowman's World beautifully realised, once again , from Lupus Films and Robin Shaw in this new identity,” added Thomas Merrington, creative director of Penguin Ventures (part of Penguin Random House Children's).

For Channel 4 Creative, Identity Executive Producer is Lynsey Atkin, Creative Director is Dan Chase, Producer is Alison Laing, Head of Marketing is Laura Ward-Smith, Head of Marketing is Laura Bedford, and Marketing Executive is Victoria Cheng.

Adapted from the iconic Briggs picture book and published by Puffin (part of Penguin Random House Children's), the timeless story of The Snowman was adapted and first shown on the newly launched Channel 4 on Boxing Day 1982 and was rerun on the channel every Christmas since. The 26-minute film won a BAFTA and was nominated for an Academy Award. In 1984, music icon David Bowie donned a Christmas jumper to record a special introduction to the film for Channel 4.

Created with the blessing of Briggs, The Snowman and The Snowdog premiered on Channel 4 on Christmas Eve 2012 and was directed by Hilary Adus and Joanna Harrison. The sequel tells the story of Billy, who moves into the house from the original story and discovers a snowman-making kit under his bedroom floor, launching a new magical adventure. The film won numerous awards and was featured on the cover of the Christmas issue of Radio Times both in 2012 and 2013.

The Snowman, The Snowman and The Snowdog and Lupus Films' other holiday animated specials We're Going on a Bear Hunt e The Tiger Who Came to Tea they will all air on Channel 4 during the holiday season.