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91Èȱ¬ iPlayer uses April Fools' Day to make the unmissable, unmissable
91Èȱ¬ iPlayer launches second phase of marketing campaign to build awareness amongst audiences
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Film-maker and writer Terry Jones is the latest star to feature in an ambitious marketing trail for 91Èȱ¬ iPlayer.
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The 90-second trail shows Terry following a unique colony of Adelie Penguins as they fly thousands of miles across the frozen wasteland of Antarctica to the Amazon Rainforest.
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It was shown on air on April Fools' Day in tandem with a viral campaign which was launched online.
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David Bainbridge, 91Èȱ¬ Head of Marketing Communications & Audiences for Future Media & Technology, said: "The purpose of the April Fool campaign is to continue to raise awareness of 91Èȱ¬ iPlayer, and bring to life the benefits of the service in a unique way.
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"It is also hoped that this creative device will not only celebrate what 91Èȱ¬ iPlayer can deliver, but will also say something quite profound about the 91Èȱ¬'s overall appetite for creative risk-taking and innovation.
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"The incredibly strong performance of iPlayer since launch is testament to the value of the editorial, technical development and marketing teams in a media organisation uniting behind a single vision and driving it through every aspect of the product experience."
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To complement the on-air activity and to reach the widest audience possible, a viral campaign online was also put in place by digital agency GT. This included seeding on sites such as boreme.com and Break.com.
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The trail could also be viewed on the 91Èȱ¬'s Bebo, YouTube and Blinkx channels.
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"Penguins" was the brainchild of advertising agency RKCRY&R. Mark Roalfe was the Executive Creative Director, Paul Silburn, Creative Director, and the Director was Vince Squibb at Gorgeous. Sarah Caddy at Red Bee Media was Producer.
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Passion Pictures were responsible for the animation.
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Director Darren Walsh, VFX supervisor Neil Riley and a team of animators and compositors studied 91Èȱ¬ archive footage and numerous films of birds with similar shapes, in particular guillemots, taking off and flying, to ensure they could reproduce the movement of the penguins as realistically as possible.
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The Mill were responsible for post-production, the edit was done at The Quarry and sound at Wave. Anne Dudley composed the music.
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The trail was placed on the 91Èȱ¬ iPlayer website homepage, which also featured – from midday – a three-minute film showing how it had been made, and setting it in the context of the 91Èȱ¬'s long tradition of April Fools.
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