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STEEL bids to ‘Free the Mac Monkey’ with Creative Review & Design Week

Project launch

STEEL bids to ‘Free the Mac Monkey’ with Creative Review & Design Week

10 June 2008

STEEL was asked by publishers Centaur Media to help increase subscriptions to Creative Review & Design Week by delivering an inspirational online strategy with a twist.

STEEL has devised a campaign called ‘Free the Mac Monkey’, featuring a monkey cam feed directing users to a website where they can follow the antics of Martin the Mac Monkey live online. He represents Mac operators everywhere who haven’t been lucky enough to benefit from the inspirational pages of Creative Review & Design Week. STEEL’s campaign targets creatives and office managers responsible for subscriptions, asking them to do the right thing by signing-up to stimulate their teams and co-workers.

A dual subscription to both titles also includes the hottest property in the design jungle - a free limited edition t-shirt, conceived and designed by STEEL. Plus Centaur Media are also making a special donation to the environmental charity ‘The Monkey Sanctuary Trust’ for every new subscription.

“We’re highly excited about the ‘Free the Mac Monkey’ campaign. The live feed is a first for us and really brings the campaign to life”, says Joi Chuku, Marketing Manager.

“Everyone’s been going ape about Martin, he even has a following on facebook, and now that his plight has been exposed, everyone in the creative world will have no excuse for not releasing their own Mac Monkeys too”, says Kevin Pond, Creative Director at STEEL.