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We’ve launched many a Hollywood blockbuster for the Universal Pictures team over the last three years, but few have been as fun and mischievous as The Minions Movie.
After playing second fiddle to Gru in Despicable Me, The Minions got their own movie in 2015 and the Universal Pictures team asked us to come up with something quirky, fun and public facing to launch the film.
We munched a few bananas for inspiration and came up with a cunning plan - let’s bring The Minions to life by letting them loose on the streets of Dublin for the day.
After flying the official Minions costumes in from L.A., we took to the streets of Dublin and put Kevin, Bob and Stuart in every day situations for epic photo opportunities for the public and the press.
The characters rowed a boat down the Liffey, jumped on the Luas, visited Dublin Zoo, stopped off to see the Taoiseach, messed around on the set of RTE’s Fair City and dropped into a few huge radio stations during their day in Dublin.
Accompanied all the way by a Clearbox photographer, The Minions’ journey was drip fed to the national media and social channels during the day.
Lots of lovely national press coverage followed the next day, but not before the Dublin public had #MinionInvasion trending across Ireland on Twitter with images captured by the public during The Minions’ Dublin shenanigans.