We teased the campaign via festivalstyle posters for OOH. This consisted of the artist lineup with a tiny Minion easter egg in the creative. This creative was plastered across 6k UK locations (including Brighton, where we knew the majority of the industry would be for Great Escape). Once we announced the OST, we reposted all 6k locations with the Minions reveal. This creative influenced our overall style for our lead social assets, visualisers and Spotify canvases throughout the campaign, including single art for each track on the album.

The festival-style poster creative was used by markets globally, even turning into T-shirts in Brazil. The tease with the Minion easter egg ended up going viral as fans began to pick up on the connection.

We created specific content for each artist which encouraged each of them to post on their socials, amassing a huge cumulative 14m audience reach.

We engaged influencers to use the sound resulting in a diverse and global UGC campaign.

We premiered the official music video to ‘Turn Up The Sunshine’ on Tame Impala’s YouTube channel which further cemented both Diana Ross’s and Tame Impala’s connection to the Minions film.

We used weather-reactive social media ads to reinforce the messaging around the song – e.g. the audience would be served ‘Turn Up The Sunshine’ ads depending on their current weather. In addition to this we also employed a CRM campaign along similar lines.

‘Turn Up The Sunshine’ became the integral song to Minions The Rise of Gru.

It was shared on the Kardashians’ social media as well as being used in various adverts around the world, including Sky Broadband, Levi’s and more.

We used creator content for our ad campaign ranging from dance creatives including a Minions filter, summer sun and festival vibes.

We worked with NBC Universal on a Minions pop-up shop in Soho that mimicked a record store. We included lookalike records for the key singles as well as having a ‘Turn Up The Sunshine’ disco room.

Similarly our LA team set up a roller disco event to celebrate the opening of the film and release of the soundtrack.