An unexpected brief
The Minions are a huge part of pop culture, loved all over the world. The challenge set by NBCUniversal was to create original, unexpected content to intrigue and engage teenagers and young adults and generate significant noise across their social platforms.
A collaborative solution
We set Central Saint Martins Foundation Fashion students a brief to create garments inspired by the essence of Minions for a spectacular fashion event attended by six of the world's top influencers and seeded to their followers.
Beautifully disruptive result
We clocked 12.3 million global views of our core piece of content alone. And we found that most of the love came squarely from Gen Y who, particularly when their parents didn't get it, felt the activity was intended precisely for them.