The Brief was to create a viral “April Fool” for Britain’s favourite tabloid newspaper, The Sun.By sending people a spoof email and creating a news article on The Sun’s website, we wanted readers to believe that a team of geneticists had managed to genetically engineer the first ever primate – a Mandrill by the name of Marty.However, this was no ordinary Mandrill. This one could type in fluent English. To further astound the unsuspecting public, an entire website was created for a fake company called First Genetics. Here the yarn continues. People can read about the genius behind the project, how and why he did it, and best of all, they could chat to Marty LIVE via a webcast hosted on the site, and he would answer their questions.Upon completing three questions, all would be revealed that this was in fact an “APE…RIL FOOL!” from The Sun.

The joke could then be passed on to friends around the world. In total, 46,090 people were fooled on 1st April, making it the most visited new website on the Internet that day (Source - www.kontraband.com).