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British Gas's new brand initiative, 'Smarter Homes For All' is a multi-discipline communications campaign designed to show how smart home technology can offer real benefits to Britain's homes. Devised by Creative agency CHI&Partners, the advert features British Gas's intrepid penguin, Wilbur, being helped up and down the country by his penguin friends to assist in bringing the nation smarter, connected homes. The advert begins with Wilbur and his friends setting off on their quest around the UK – from windy hilltops, to suburban streets – delivering smart meters and connected products to homes across the country. It concludes with a tired mother using her Hive app to dim the lights and turn down the heating without waking her new-born baby.

Through a mix of technological and storytelling craft expertise, Nexus Studios and directors Smith & Foulkes helped to bring Wilbur and his penguin friends to life, creating over 50 fur and feather covered characters and the multitude of environments required to illustrate the benefits of smart home technology.