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