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2020 © Dai Roberts. All rights reserved.

Monkey’s Monumental Mission

PG Tips / Red Nose Day

Red Nose Day is a TV charity event, where celebrities take on huge, daunting challenges to raise money. Brands play their part by selling special fundraising packs. We aimed higher.

We brought our beloved brand mascot – PG tips Monkey – to life in the real world, building a robot Monkey who took on his own towering feat: climbing Europe’s tallest building. We asked fans to support Monkey’s heroics by buying special packs.

We built an animatronic climbing robot!

Monkey is a celebrity in his own right. He lives in the real world and is never animated in any of his TV appearances, so for us, if he was going to climb the Shard, he was going to do it for real. The excellent animatronics guys at Millenium FX, built a fully working climbing robot that really did climb to the top of the shard!

It started with a teaser…

Month’s before we were allowed to reveal what Monkey was up to, we took the opportunity to create a little teaser video, whilst filming an earlier project. It didn’t give much away, but it announced that Monkey would be doing his bit for Comic Relief in his usual cheeky Monkey style, ‘Comic Relief? No fee then…’

Out of home
pack shots
in-store

Monkey’s celeb chums helped him train

As the time to scale the Shard drew nearer, fans witnessed Monkey’s progress in training as he was helped by his celeb chums. ‘Team Monkey’ as they were known, helped prepare Monkey in person for the stunt and other celebs added their support with good luck messages.

Thom Evans
Lucy Mecklenburgh
Robbie Savage
Team Monkey
websites
Facebook Feb 15
Twitter Feb 16
Facebook Jan 5
Instagram Feb 19
Instagram Feb 15
Twitter Feb 5
1 Million Pounds
Prev ProjectJune’s Journey

2020 © Dai Roberts. All rights reserved.

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