PG Tips / Red Nose Day
Monkey’s Monumental Mission
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…’
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.