On Saturday 27 September, 720 people dressed as gorillas will take to the streets of London to take part in an event that rivals all others - the very, very funny 2008 Great Gorilla Run – the gorillas are definitely coming!

So how do you get hundreds of fun-loving, gorilla-friendly people from all over the world to dress up in a free gorilla suits and run (or walk!) 7km raising much-needed funds for the London based charity, The Gorilla Organization?

Digital Creative Agency Delete has created a complete communication campaign for the Great Gorilla Run 2008 - http://www.greatgorillas.org/ - that launches this week.

“This campaign needed a very careful balance; to Inspire people to sign up for the run and illustrate how easy and fun it is to take part, as well as create an interest in the serious on-going battle to save the diminishing gorilla population and their environment.” Said Neil Bridgland from The Gorilla Organisation.

Delete got involved late last year to help promote the event and even hit the streets in their Gorilla outfits to support the day. This year they were engaged a lot earlier and have overhauled all communications for the Gorilla Organisation’s main fundraising event - The Great Gorilla Run. The goal was to attract record numbers of runners to the London event and allow the Gorilla Organisation to build on the success of the London run by rolling out a number of worldwide events.

Delete created and developed a consistent brand identity and digital platform for all communications that includes; the event website, a video viral, and online promotional campaign, as well as offline activities including banners, a press campaign and flyers

“By applying a commercial campaign approach to their communication strategy we could establish a brand for the run that could be built on. Everything was created with a unified brand identity, from the site, the viral, right through to the flyers on the streets.” Said Damon Mangos Creative Director of Delete.

The viral clip was developed by Delete in conjunction with regular collaborator, director Jonty Toosey . The creative storyline was ‘Gorillas in our Midst’s’ – as their own environment worsened, gorillas had been sighted in ours taking up jobs and trying, unsuccessfully, to integrate. It’s a humorous twist on the immigration debates and designed to be provocative.

The clip appears on the site and will be seeded online by Delete this week drawing users back to the site to register for the run and help break the world record for number of people in gorillas suits in one place. See the video here: http://www.youtube.com/watch?v=L5Z3nWid8fk


For press enquires please contact:

For Delete
Karen Durham-Diggins at kddPR
t: +44 (0) 20 8989 2541
e: kdd@easynet.co.uik
m: +44 (0) 7808 584 624

Editors Notes:
The Great Gorilla Run - www.greatgorillas.org :
This year, there will be 720 places for Great Gorilla runners - one runner for every remaining Mountain gorilla – if the places are filled, the 2008 Great Gorilla Run will break the Guinness World Record for the most people dressed up in gorilla suits in one place at one time!

Everyone who registers for the Great Gorilla Run receives a free gorilla suit (the perfect fundraising tool!) and is asked to raise £400 in sponsorship for the endangered gorillas.

All proceeds from the Great Gorilla Run help fund The Gorilla Organization’s projects in central Africa. For more information on the work of The Gorilla Organization visit www.gorillas.org .

Delete - A Space for Ideas www.deletelondon.com

Based in Clerkenwell, Delete is a digital creative agency. They offer their clients original strategic and creative thinking - not pre-packaged solutions - backed up with design and technical excellence.
Having built Delete over five years from the ground up to, currently, a team of 25, they possess the true grit of an entrepreneurial spirit and understand how to translate this into success through all work for their clients businesses.
Delete's vision is capture an audience’s imagination - with powerful digital experiences
Black is White, Everything you know is wrong - This is the way Delete start all conversations. It's a challenge to their clients - to turn our thinking on its head and let them be Deleted.

To Delete is to create an opportunity after all.

Clients include Match.com, GAME, Ministry of Sound, French Connection, Virgin, Virgin Atlantic (US), BaByliss, O2, Renault, Betfair, Mayor of London, Leonard Cheshire Disability and Epson.

Published on: 12:00AM on 5th September 2008