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.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.