NBC Universal
Universal Studios briefed us to create an innovative retail campaign to support the theatrical launch of the Minions movie at Primark.
The challenge was to convince Primark to buy into the franchise as a whole and dedicate floorspace to promotional activities.
We created a holistic retail campaign centred around the concept of a 'Minion's Road Trip' including window displays, store-in-store spaces, in-aisle product displays and social media support. The goal was to bring the retail space to life by playing on the fun storytelling aspects of the Minion's franchise and engage consumers at the point of sale. Primark became the destination store for Minion themed fashion and the popularity of the Minion's franchise benefitted from the enhanced retail exposure.