Levi's x Minions: The Rise of Gru

As part of our ongoing work with ODEON we’ve been involved in the epic event that is Minions: The Rise of Gru. 

The “kids” movie has just captured an opening weekend of $129m and is set to be the years next big hit. 

We built a ticketing page to facilitate exclusive Levi’s screenings of the movie. A super smart move from Levi’s who are clearly in touch with their Gen Z customers. Our page was active across UK and Germany where Levi’s were celebrating the exclusive collaboration with the franchise.

The Despicable Me franchise and its prequel Minions movies are among the top-grossing animated film franchises of all time.

“As any follower of the Minions movies will know, they’re fun, irreverent, and truly iconic. Just like Levi’s, they’re both instantly recognizable and beloved all over the world,”

said Karen Riley-Grant, Levi’s chief marketing officer.

“So the idea behind the collaboration was to bring these two icons together for a bit of mischievous fun. What better way to customize your Levi’s jeans than with a bit of Minions-style creative chaos.”

The Minions, a kids / family movie on the surface, has spanned a good portion of Gen Z’s childhood years and now as young adults they have some powerful tools at their disposal. Those older generations kidding themselves that Gen Z’s (who we describe as creative, entrepreneurial, activists) just sit at home on their phones, have been in for another shock. 

Young adults have been showing up in style to see Minions: The Rise of Gru. In some places enabled by viral TikTok challenge, large groups of friends are flocking to cinemas in full suits to see the film, and it’s quite the sight to behold.

And with all the meme’s clearly delivering box office, the studio behind the success have been quick to thank those driving the conversation. 

So, as the marketing & partnerships teams at Universal and Levi’s sit back and bask in well deserved praise. We can remember this as yet another example of smart distribution & marketing combining with brave partnerships to deliver a solid framework, while audiences on social platforms do their bit and drive the all important conversation. 

You will be able to watch Minions: The Rise of Gru in many ways over the coming months.

But, going to the cinema over the next few weeks will deliver an unforgettable experience.

Just remember the dress code!.