The idea was to remake one of the most famous adverts of recent times, but put a very serious twist on it. Everyone loves the drumming gorilla, and we hoped to convert just some of that good will towards protecting his big brothers out in the wild.By remaking the ad without the gorilla, you were left with a silent, cold and sombre film that really dramatised the sad fact that a world without gorillas isn’t far away.The desired response was for people to first pass on the film, and second, to visit ifaw.co.uk and engage with the brand.