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January 2008 - Strategy Magazine
Creative

Wallnuts' guerrilla gorillas

by Annette Bourdeau
page 13

St. John's is about to go ape.

Locals may soon see branded (stuffed) monkeys peering into windows around the city, thanks to a truly "gorilla" effort set to roll out this month for Wallnuts Climbing Centre, a rock-climbing facility.

The monkeys will be clad in white T-shirts with wallnutsclimbing.com emblazoned across their chests, and will stick to the windows with suction cups on their paws. They'll be placed in highly visible yet hard-to-reach places for maximum staying power.

St. John's-based Target Marketing and Communications is the agency behind the monkey business and this is its first collaboration with Wallnuts.

The effort aims to generate buzz about the well-known independent St. John's climbing centre, which has a diverse clientele ranging from professional athletes to kids' birthday parties.

At press time, it still hadn't been decided just how the monkeys were going to climb to their perches.

advertiser: Leo van Ulden, owner, Wallnuts Climbing Centre

agency: Target Marketing and Communications

CD: Tom Murphy

senior AD: James Jung

AD: Jessica Tipping

copywriter: Jenny Smith

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