#weareallmonkeys

It's an advertising agency (Sao Paulo) that's behind the #weareallmonkeys hype.

During a game in Villareal a banana was thrown in front of Brasilian Barcelona-defender Dani Alves. He ate it. Neymar (teamplayer) posted a picture from him and his son while they were eating a banana, followed by the (later famous) hashtag. 

The following days people posted pictures with bananas in large numbers. 

However, Neymars dad was approached by an advertising agency to turn it into a stunt. He accepted it. The reason why he did that was because he was already thinking about some funny way to react against the racist reactions his son got (12 april in Granada).

The picture and the hashtag were the idea of the advertising agency. The campaign was ready. They were just waiting for the perfect moment to launch it. Alves created that perfect moment.