Nosy Crow publishes The Snowman's Journey: an "instant" book of the 2012 John Lewis Christmas advert
Posted by Kate on Nov 27, 2012
We’ve teamed up with John Lewis to create an exclusive picture book for them called The Snowman’s Journey. It’s based on their new Christmas advert, The Journey, which they released on 9 November 2012 and which has had over 2 million YouTube views. Books will be on sale on 1 December 2012.
John Lewis’s Christmas advert, The Journey
The book is a hardback picture book, telling the story of the snowman’s journey to get the perfect present for his snowgirl. It’s written in rhyme by Birdie Black (which is the pseudonym I used for another Christmas story we publish, Just Right for Christmas), and illustrated with stills from the advert.
The book will also include a Stories Aloud QR code on the front endpaper. You can scan the code to hear a digital audio reading by Freya Wilson (who played Princess Elizabeth in The King’s Speech) enhanced with sound effects and music by BAFTA-winning composer, Robin Beanland.
So how did we get a full-colour book from idea to shop in three weeks?
Well, here’s the story.
The advert, called The Journey, was released shortly after 9.00 am on Friday 9 November. There was a flurry of comment on Twitter which we picked up within an hour or so, and I remember we all watched the ad in the office together, and talked about its emotional power. But it was a normal, busy day. I was off to the ASCEL conference of school librarians in Leicestershire that afternoon and thought no more about it.
But the next morning, I just… felt like looking at the advert again, so I switched on my computer. There were already 400,000 YouTube views recorded, and it was on this second viewing that the idea for the book dawned. It was such a simple story of an adventurous and dangerous journey with an emotional core that was clearly resonating with hundreds of thousands of people. While I’d been enormously impressed with other John Lewis adverts, this one really felt book-like and child-like and the snowman protagonist felt like a picture book character. I thought that the idea of a perfectly chosen but relatively modest gift was one that all of us who are being careful with our budgets this Christmas would respond to.
By 10.00 am, I’d written the first few verses and discussed it with Adrian, Camilla, Tom and Stephanie. It was Louise’s first weekend, so I let her off the hook, but she quickly became involved in the week that followed. The idea was that we’d assemble a small team in the office on Sunday to create a dummy that we could get in front of John Lewis within a couple of days. This was a completely speculative thing, of course: we had no idea who had rights and we had no idea if John Lewis would be interested in the project at all, or would be interested in acting as quickly as we needed them to act.
Our team working on the book
I was speaking at an IBBY conference on Saturday, but, still, the unedited text was complete by 10.00 am on Sunday 11 November, when Stephanie, Tom and I met in the Nosy Crow office. Tom provided a series of low-resolution screen-grabs from the YouTube advert and Stephanie started weaving the text and the images together into a much more sophisticated and “picture-booky” design than I’d envisaged. She decided, for example, that she wanted to use design on the wrapping paper from the snowman’s present as the endpapers, so Adrian went off to John Lewis in Oxford Street to get it. Tom started work on adding this book to our programme of Stories Aloud titles, and we did a very basic, lo-tech recording with Freya at 6.00 pm. Camilla, who’d been away for the weekend with her family, came in to dummy up the book… which was when we discovered we’d run out of toner, so we had to do the final print-outs with the help of an all-night printer in Mayfair. But by midnight on Sunday 11 November, we had a dummy book.
The wrapping paper from John Lewis
I went with Bounce’s Catherine Stokes to see Baker and Taylor in Bicester on the morning of Monday 12 November. They loved it, and by Wednesday 14 November, we were in front of John Lewis, who signed off the project on the afternoon of Friday 16 November and provided us with higher-resolution images.
One of the Snowman models (and me) at John Lewis
Stephanie, Louise and I worked to prepare print-ready files over the weekend of 17 and 18 November.
Louise giving the book a last edit
The book was on press in Italy on Tuesday 19 November. We received advance copies today. Bulk stock will be delivered to Baker and Taylor at 8.00am on Thursday 29 November, and books will be on sale at £9.99 in John Lewis and Waitrose stores on Saturday 1 December.
The Snowman display in the window of Peter Jones
Craig Inglis, Marketing Director at John Lewis, said, “I was thrilled to find out that Nosy Crow liked our Christmas advert enough to publish a book based on its story. Our snowman seems to have captured the imagination of a wide audience, so it’s great that children can now enjoy his epic journey in such a magical book.”
You can read our full press release here, and take a look inside below: