Penguins
Award: Wood Pencil
Wood Pencil / TV & Cinema Communications / TV Promotions, Stings & Programme Junctions / 2009
On 1 April 2008 the BBC created an amazing piece of footage designed to 'trick' the nation into believing penguins could fly. The incredible footage was the flagstone of an integrated campaign, which involved national press articles and coverage of the footage on BBC Breakfast. The trail was seeded on YouTube and other websites. Once the story had taken hold, the trail was released on BBC One. It demonstrated that when anything amazing happened on the BBC, you'd never have to miss it, thanks to BBC iPlayer, which allows you to catch up on BBC programmes.
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