2016 Winners & Shortlists

The Campaign

We open on a bitterly cold, snowy landscape in Antartica as the Fleetwood Mac track 'Go Your Own Way' begins. We are introduced to Pedro, a lone penguin with dreams of escaping his cold environment for excitement and adventure. Pedro looks up to see a passenger jet carving its way through the blue sky on its way to warmer climes. Filled with inspiration, Pedro realises his dream and we cut to the scorching skyline of Dubai and Dubai International Airport, where Pedro has landed. Inside the airport, Pedro takes in his surroundings and excitedly begins to explore. He is overwhelmed by all there is to see and do. He takes in the latest technology on sale and admires himself on camera, has a staring competition with a rival penguin, and especially enjoys some sushi. Pedro visits the range of restaurants the airport has to offer, relaxes with fellow passengers and unwinds in the sauna with a nonplussed companion. Finally we see Pedro checking into a comfortable hotel and making himself at home. Such is the wealth of opportunity that DBX has to offer, as Pedro nears the exit he just can't bring himself to leave and heads straight back inside.