This film was created to raise awareness of the animal conservation charity IFAW and the work they do to protect critically endangered species like the gorilla.The creative idea was to remake one of the most famous and best loved ads of recent times, and put a very serious twist on it.

Everyone loves the drumming gorilla, and we hoped we could convert just some of that goodwill towards protecting his big brothers out there in the wild.By remaking the ad without the gorilla, you were left with just a silent, cold and sombre film, that really dramatised the sad fact that a world without gorillas isn’t far away at all.