Cannes Lions

Bringing the Minions to life at “Miniondamm”

KINETIC WORLDWIDE GERMANY , Dusseldorf / UNIVERSAL PICTURES / 2016

Presentation Image
Demo Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

On July 2nd the film ''Minions'' was released in Germany. Main focus of our campaign was to generate awareness and make the Minions ''talk of town''.

Place of execution: The underground station Mehringdam in Berlin which was turned into ''Miniondamm'' and combined the aspects of information, interaction and identification.

Make the idea special: the use of vloggers and voice talents to spread the news in social media as well!

The station was split into four areas:

1. Visual introduction of the Minion characters

2. Minion Museum of Art - eleven famous artworks like the ''Minion Lisa'' or the ''Minion-Scream''

3. Graffiti Berlin Style - live events presented by graffiti artists with local ''Berlin Style''

4. People take Selfies to identify and interact with the characters

Results:

- 3.5 million passersby visited the Miniondamm

- 555,000 Facebook fans could be generated

-Thousands of posts, picture uploads and tweets caused a Minion-''Storm''.

Similar Campaigns

12 items

NOPE x Metaverse Experience

UNIVERSAL STUDIOS, Los angeles

NOPE x Metaverse Experience

2023, UNIVERSAL PICTURES

(opens in a new tab)