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Minions Collective


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. 


Massive uplift 12-20Y/O target audience engagement



12.3 million views of the event film



30+ AV content &
40 stills and ads delivered


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.


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.


Content made to measure

We wanted to make sure that local markets could have their own angle. So we created mini films for all the winning students. This was no mean feat, with our crews following 10 flighty fashionistas around campus to make sure we captured every story.


Case study video

Watch the full campaign including behind the scenes in 2 minutes.