NBC Universal needed a creative campaign to target millennials
To celebrate its Minions film, NBC Universal worked on a large scale immersive fashion performance event with Central Saint Martins.
Foundation Diploma Fashion & Textiles students were invited to create design concepts inspired by the Minions. Students could design a fashion garment or accessory that would be worn by a dancer for a fashion performance event at CSM's Platform Theatre. A total of 20 students had their work selected to be showcased at the event which embodied and celebrated the energy of the Minions.
The event design was also created by a group of BA Performance Design and Practice graduates. The event was experienced live by an invited audience of international vloggers who created user generated content which was pushed out globally online, alongside content created by Universal Pictures, ahead of the release of the Minions movie. The digital videos have reached an audience of over 10 million viewers and counting.
‘The Minions Collective’ generated phenomenal online media content and created an organic ‘buzz’ amongst a savvy target audience of ‘millennials’.